Cultural trends have often been synonymous with the name Drake, but what happens when global pressure challenges an artist’s iconic brand? Recently, a powerful campaign brought people together, raising their voices to demand greater accountability and stronger values within the fashion industry. In response, Drake’s OVO clothing brand took a bold step forward, embracing change and redefining itself.
It seems like this has been a year of many changes for Drake, from himself being at the top of the charts to his diss track by Kendrick Lamar being at the top of the charts. However, these changes went beyond fame battles and to fashion as well.
Drake’s brand moves forward with a commitment to change
Drake’s October’s Very Own (OVO) clothing brand has committed to a fur-free future, marking a significant shift in its operations. After receiving over 100,000 emails from PETA supporters and sustained advocacy highlighting the ethical concerns of fur use, the brand has pledged to remove animal fur from its product lines. This decision adds OVO to a growing list of fashion labels rejecting fur in favor of cruelty-free practices
. PETA has celebrated the move by sending Drake a basket of vegan chocolates shaped like bunnies, applauding the artist and his brand for taking a stand against animal cruelty.
Drake’s OVO clothing brand has officially gone fur-free‼️👀
The decision came after over 100,000 emails from PETA supporters pushed for the change. — PETA celebrated by sending him bunny-shaped vegan chocolates 🍫🐰 pic.twitter.com/BCtLml4ppi
— RapTV (@Rap) November 22, 2024
OVO joins the list of big-brand labels that include Gucci, Prada, and Burberry, who have also adopted a fur-free policy. This decision will not only improve the brand status but also indicate a desire to evolve with the changing needs of this more conscious crowd.
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As 2024 comes to an end, OVO is making moves that are redefining the intersection of fashion, culture, and ethics. The new twist of creativity and message is changing the game.
OVO’s bold 2024 collaborations that set the Fashion Scene
OVO has expanded its cultural influence through partnerships with global designers. A notable collaboration is with the Japanese label NEEDLES, creating a capsule collection of a marriage between OVO’s iconic owl with NEEDLES’s butterfly, fusing streetwear and luxury. Besides that, the OG campaign for Drake refers to loyalty to his inner circle. Featuring his closest OVO family, the collection, which features items from hoodies to letterman jackets, underscores the tie of loyalty and trust, which has been a staple of Drake’s personal and professional life.
Fans respond enthusiastically, ready to not just wear the designs but also the message that stands behind them. 2024 has been a year when OVO is continuing to evolve while remaining at the headlines of blending high fashion with cultural relevance, representing a fresh perspective on both style and ethics.
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What do you think about Drake’s decision to make OVO fur-free and the brand’s new direction in 2024? Drop your thoughts below and join the conversation!
