Popular UK fashion brand Illamasqua is forcing its customers to take an “anti-fascism pledge” to purchase its products. In the pledge, prospective buyers must vow to “accept responsibility on challenging social and climate issues” and actively promote social justice, which it refers to as “Human Fundamentalism.”
The vegan brand, which produces makeup and perfumes, says that it “believe[s] in the freedom of expression, quality and diversity” and expresses horror at President Donald Trump. The company says it refuses to remain silent “while extreme right-wing populism gains momentum… wherever it is happening.”
In a post on the company’s official blog, Illamasqua’s founder Julian Kynaston says that the company will “never knowingly sell our products to people who support President Trump’s values,” which includes anyone who supports Trump and anyone who sympathizes with his views on immigration and climate change.
To be part of our community, and to buy our products, you must first pledge to Human Fundamentalism values:
- Never discriminate against race, colour, nationality, ethnicity, gender, age, disability, sexual orientation or religion
- Accept responsibility on challenging social and climate issues
- Speak for those who cannot speak up for themselves
- Uphold the principles of the S.O.P.H.I.E. charity to stamp out prejudice, intolerance and hatred.
Illamasqua admits that it can’t really stop anyone from buying what it sells, but that “no matter how hard some people work to make themselves beautiful, make-up can never hide the ugliness inside” and states in no uncertain terms that anyone who disagrees with the pledge should take their business elsewhere.
“So please, if you don’t agree with the above DON’T BUY US,” reads the statement by the Illamasqua founder.
The company’s forceful statement was met with celebration from social justice warriors, who cheered the company with positive responses in the comments beneath the post.
“Well done. Thank you for being in the right side of history,” wrote one commenter.
“This is wonderful, as a long time brand cheerleader, this makes my heart sing,” wrote another. “Love and compassion is true beauty.”
Illamasqua is not brave, and the risk-free statement is unlikely to come at any cost to its bottom line. Given that it only sells vegan products, the statement will do little to ruffle the feathers of any of its buyers, who mainly identify as progressive leftists.
Ian Miles Cheong is a journalist and outspoken media critic. You can reach him through social media at @stillgray on Twitter and on Facebook.
