Most luxury fashion brands stray from commenting on social affairs. Part of its mystifying charm is that with the title ‘luxury’ comes the implication that it is timeless– as if the industry is too elite to have to disclose their opinions on current events, publicly. As the events that took place in 2020 shed light on America’s racist scar, more and more companies have been asked (and expected) to stand in solidarity with organizations like Black Lives Matter, or the Me Too movement. Paired with the growing presence of ‘cancel culture,’ companies are quickly reprimanded if they dare keep quiet. For the luxury fashion industry, more brands must navigate, with awareness and sensitivity, the American public to vocalize their stance on social issues. This begs the question: to what extent does their activism now, in a time where everyone is under scrutiny for their values, matter? Could this be a turning point for a previously-elitist industry, or is merely just performative?