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Fashion label puts money behind the Time’s Up movement

On Sunday, women in Hollywood turned the Golden Globes red carpet into a sea of black and made Time’s Up the newest rallying cry to end sexual harassment.

Wearing black dresses as a symbol of solidarity, the women (and noticeably few men) delivered powerful and consistent messages about sexual harassment and gender inequity from the stage and on social media.

Related: This Life: Was Oprah right? Is a new day on the horizon for women?

But in the days following the broadcast, some critics questioned how the sartorial choices of wealthy celebrities could ever lead to real social change.

At least one fashion label hopes to demonstrate just how that can be done.

THEIA -- a fashion label that designs evening wear, bridal and day dresses inspired by the Greek Goddess of the same name -- has pledged to donate 10 percent of sales of all black dresses purchased at now through January 31 to the Time’s Up movement.

“We are proud to stand in solidarity with Time’s Up and donate a portion of the sales of our black dresses to ensure the continued momentum and success of this incredible empowering movement dedicated to liberating the wonderful divine light inside every woman," said Creative Director, Don O'Neill. 

Actress Kate Capshaw wore a THEIA gown on Sunday, as did Miss Universe, Demi-Leigh Nel-Peters and several others. The all black attire was designed to make a statement at the Golden Globes, but black dresses are a staple on the red carpet during awards season.

Many celebrities opted to wear black while walking the blue carpet at the Critic’s Choice Awards on Jan. 11. And with more than a dozen award ceremonies in January, THEIA’s pledge could lead to a sizeable donation to the cause.

"At THEIA we have always celebrated the divine inner goddess in every woman, encouraging that bright light to shine forth and enhance the world as we know it. To see that light diminished in any way, be it through sexual assault, abuse, racism, inequality in the work place, body shaming, harassment, sexual orientation, etc, is contrary to all we believe in here at THEIA,” said O’Neill.

In December, women in Hollywood banded together in support of the #MeToo movement initially started 10 years ago by activist Tarana Burke. They launched the Time’s Up initiative which also supports a legal defense fund. The fund will provide “subsidized legal support to women and men who have experienced sexual harassment, assault, or abuse in the workplace and while in pursuit of their careers.”

The fund campaign has been trending in the past week and at $16,552,031, it has almost reached the goal of $17 million.

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About the Author

Nedra Rhone has been a features reporter with the AJC for 10 years. She’s written about everything from fashion to food to news.