Since the overturning of Roe v. Wade in the United States, major players in the economy, including powerful luxury brands, have committed themselves to supporting women in their fight to freely dispose of their bodies.
The Supreme Court's decision sent shockwaves around the world and left American women in deep disarray. From now on, each state can act freely on the legislation. This decision, which came in the middle of Fashion Week, prompted brands to take a stand on the subject and act. Gucci immediately mobilised its "Chime for Change" structure, the initiative inaugurated in 2013 in favour of gender equality. Since its creation, this organisation has already raised more than 19 million dollars to help women in difficulty and to raise awareness against discrimination.
American designer Clare Vivier has asked the public to donate to Planned Parenthood and the United States of Women Reproductive Justice hub. Sports brand Dick's Sporting Goods has pledged to reimburse $4,000 in travel expenses for women who choose to have an abortion so that they can attend a facility in a state where abortion is still legal. The clothing brand Patagonia announced that the company would pay bail for employees who are arrested for participating in an abortion rights demonstration.
Other business sectors have also joined the wave of outrage and mobilisation. The CEO of the Condé Nast media group, Roger Lynch, said he was prepared to provide financial assistance to employees facing the need for abortion. The same goes for the JP Morgan bank and Facebook's parent company, Meta, which has promised to cover the costs of travelling to a neighbouring state.
The list of brands declaring themselves in favour of women's right to control their own bodies is growing day by day and in direct proportion to the number of American states where abortion is illegal.
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