The brand designed the sweatshirt to boost awareness and resources around the COVID-19 vaccine with the singer-actress and the Higher Heights Leadership Fund.
Phenomenal — a social cause brand and media company led by founder and CEO Meena Harris — carved out a niche with statement clothes that celebrated identities such as “Phenomenally Black,” “Phenomenal Voter,” “Phenomenally Asian” and “Phenomenal Farmworker.”
The brand has a new design, a “Pro-Vaxxer” sweatshirt, to boost awareness, education and resources around the COVID-19 vaccine with Demi Lovato on board as a partner for the rollout.
“Demi is a fierce advocate for many causes, and importantly, she embraces an intersectional approach because she understands that a lot of the issues she cares about are deeply and systemically connected. She is a passionate advocate for mental health, racial justice, LGBTQIA+ rights, climate justice, justice for immigrants, and she consistently uses her voice in a meaningful way,” Harris tells The Hollywood Reporter of the decision to partner with Lovato, who opens up on her life in a YouTube documentary Dancing With the Devil. “Seeing the spread of misinformation about the vaccine online, Demi wanted to use her platform to share truthful, easily accessible information about vaccine safety and also raise funds to help Black and brown communities, which have been hardest hit by COVID-19. When Demi and I learned that we had a shared interest in building a campaign on this topic, it felt like a natural fit to partner together.”
As part of the campaign, Phenomenal has linked with the Higher Heights Leadership Fund to boost education and resources around accessing the vaccine. Per Phenomenal, 100 percent of net proceeds from the sweatshirt’s sales will support grassroots mobilization and education efforts to disseminate trusted information to communities of color, particularly Black women, about vaccine safety and effective strategies to ensure accessibility and equitability for vaccine distribution.
“We are always proud to work with Higher Heights, a longtime partner of ours and a groundbreaking organization focused on Black women’s leadership,” continued Harris, niece of Vice President Kamala Harris. “Regarding this issue in particular, Higher Heights is committed to disseminating trusted information to communities of color, particularly Black women, about vaccine safety and effective strategies to ensure accessibility and equitability for vaccine distribution. Black and brown communities are disproportionately impacted by COVID as well as the vaccine — just 5 percent of vaccinations given so far have gone to Black Americans, and only 11 percent to Latino recipients.”
Among Phenomenal’s other offerings, the brand also launched a collaboration in partnership with Netflix on Shonda Rhimes’ Bridgerton.
A version of this story first appeared in the March 10 issue of The Hollywood Reporter magazine. Click here to subscribe.