Long associated with conservative values, Cracker Barrel has come under fire for promoting pride month, adding to a list of brands caught in an ongoing culture war as identity purchasing is at an all-time high. Its politicization exemplifies the values consumers expect modern companies to uphold.

The Stella McCartney brand has become a green fashion pioneer that evolves in line with industry changes and prioritises material and production innovations. By creating a core ethos and identity around environmentally-friendly practices, it has become a go-to label for values-led fashionistas.

The BLM protests again highlighted fashion's failure on diversity. With people demanding acknowledgement, accountability and action from brands, staying silent is no longer an option. A-COLD-WALL*’s BLM initiative shows how luxury fashion can go hand in hand with activism.