As a curator, trans activist, public speaker, and content creator, I aim to open doors and create opportunities for minority groups across industries. Currently, the state of inclusivity in the creative sector remains far from where it should be. Despite progress, only a few minority voices are truly being represented in beauty, fashion, media, and beyond. It’s a stark reality that inclusivity, for many, still feels like a backseat issue — a mere checkbox rather than an authentic commitment to change. Brands must understand that inclusivity is not just a strategy; it is about recognizing the inherent value of diversity and actively creating spaces for people to be seen for their talents, not just their labels.
This Fashion Week season, I’ve been invited to prominent events in Helsinki, Copenhagen, and Paris. While I am grateful to be seated at the table, I can’t help but notice that I am often the only one who is visibly different from the guests. Many of my peers from minority backgrounds are excluded, despite their incredible talents. I recognise my privilege and, with it, the responsibility to create space for others — because true change doesn’t happen until more voices are heard.
A troubling trend I’ve observed in the last six months is the disparity in how budgets are allocated. When minority creatives are involved, the narrative often shifts to ’limited resources,’ while opportunities for cis, white creators seem to come with far more generous financial backing. This imbalance speaks to a deeper issue of bias based on race and profile, despite public claims of inclusivity.
A glance at the workforce composition of many businesses often reveals a stark reality: familiar faces continue to dominate key spaces, limiting opportunities for those from marginalised communities.
Real change begins internally. Businesses must prioritise hiring from minority groups, providing equitable benefits, and casting new, diverse talent that reflects the world we live in. To truly lead industries like fashion, beauty, and hospitality, we must bring minority voices to the forefront — not only as a moral obligation but as a business imperative.
Though we’ve seen some strides, the reality is that budget cuts toward minority creatives on important campaigns and press trips remain a significant barrier. I’ve experienced this disparity firsthand, and it is disheartening. For industries built on the strength of creativity and innovation, we must pay minority creatives what they deserve, give them the recognition they’ve earned, and invest in their potential — not only for the sake of diversity but for the future of the brands themselves.
It’s time to transform inclusivity from an idea into action, and that begins with all of us.
Where to begin on the path to true inclusivity
For any brand executive seeking to improve inclusivity efforts, the first place to start is with internal reflection. Conduct an honest audit of your company’s current workforce, leadership, and creative teams. Are diverse voices and perspectives truly present, or is the company’s diversity largely symbolic? Hiring practices should focus on bringing in underrepresented talent at all levels, from entry-level to executive, and ensuring that diverse teams have a genuine seat at the table where decisions are made.
Dos:
- Invest in long-term relationships. Build genuine partnerships with diverse creatives and professionals. This goes beyond token campaigns — it’s about investing in their growth and presence within the company over time.
- Create pathways for advancement. Inclusivity isn’t just about bringing people in, but about creating opportunities for them to thrive. Ensure that there are mentorship, training, and leadership opportunities for minority employees to advance.
- Listen and learn. Create spaces for open dialogue, not just within your company but across the industry. Invite minority voices to share their experiences and listen with the intent to act, not just to respond.
Don’ts:
- Treat inclusivity as a trend. It’s tempting to adopt inclusivity as part of a marketing strategy, but that can quickly come off as disingenuous. Inclusivity should be a core value that informs all aspects of the business.
- Default to stereotypes. When working with minority creatives, avoid pigeonholing them into expected roles. Allow them to bring their unique voice and creativity to the table.
- Ignore budget parity. Ensure that minority creatives are paid equitably for their work. Underfunding or low-balling creatives from minority backgrounds damage trust and undermine your brand’s credibility.
Real change happens when inclusivity is seen not as a tactic, but as a fundamental part of your brand’s DNA. Start from within and the impact will ripple outward.
”Sustained relationship helps build authentic connections between a brand and diverse creatives”
What we’ve learned from collaborating with world-leading brands on inclusivity
Being at the forefront of change in the luxury sectors of fashion, beauty, and creative industries is both an honour and a responsibility. As the founder of creative design agency and content provider The Fierce Walker Lab, I’ve had the privilege of partnering with some of the world’s most renowned brands, and through these projects, I’ve gained valuable insights into how brands handle inclusivity — and where there’s room for improvement.
One key takeaway is that brands that truly believe in us and trust our expertise by granting creative freedom and allocating the right resources are the ones that see the most impactful results. When we are given the necessary budget and latitude, we consistently exceed expectations in delivery, storytelling, and execution. This approach not only enhances a brand’s image but also creates meaningful connections with audiences, driving measurable ROI and generating buzz that resonates deeply with the public.
What’s essential — and often overlooked — is the need for long-term investment in inclusivity. Many brands focus on one-off projects that tick a diversity box, but to create real change, brands must commit to long-term partnerships that allow for continuous, evolving storytelling.
This kind of sustained relationship helps build authentic connections between a brand and diverse creatives, enabling both parties to share values and grow together.
A few areas for improvement:
- Budget allocation. It’s not enough to talk about diversity; brands must ensure that they provide equitable resources for minority creatives to fully showcase their talents. A lack of budget support often limits the scope of work and dilutes the potential impact.
- Trust and promotion. Being invited to the table is one thing, but being trusted to lead and being promoted as a valued partner is something that takes inclusivity from a symbolic gesture to a genuine commitment. Brands must move beyond surface-level representation and give creatives the platform to thrive.
In essence, when inclusivity is handled as a core value rather than a strategy, the results speak for themselves. The best collaborations are built on trust, creativity, and a shared vision—creating not just content, but lasting impact.
The future of inclusivity and diversity in the creative sector holds immense potential, but only if businesses and leaders are willing to make authentic, ongoing commitments. While it’s encouraging to see more companies discussing diversity, the real shift will happen when those conversations translate into action — by consistently hiring and empowering talent from underrepresented groups, not just as a token gesture, but as a core part of their vision.
For this change to stick, it can’t be a one-time initiative. There needs to be continuous dialogue, investment in genuine relationships, and long-term partnerships that foster creative freedom and trust on both sides. Companies that embrace this will not only find fresh talent but also inspire innovation, creating a ripple effect that opens doors for more creatives from diverse backgrounds.
However, it’s important to recognise that while more diverse voices will emerge, only a few will truly thrive long-term. Success in this space requires more than just visibility; it demands strategic vision, mutual respect, and a willingness to evolve. Creatives need a platform where they can express their vision without compromise, and companies must provide that space if they want to remain competitive in a rapidly changing industry.
Unfortunately, many businesses treat diversity as a trend rather than an integral value. Those who do so risk missing out on the long-term benefits of a truly inclusive environment. On the other hand, businesses that see diversity as a driving force for innovation will gain a significant edge.
As we look ahead, I’m particularly excited about the opportunities arising from bridging the Scandinavian and Asian markets. By fostering collaborations across these regions, I aim to create platforms for diverse talents to shine, and build meaningful, inclusive campaigns that truly reflect the world we live in. The year 2025 is set to be transformative, with a growing network of companies ready to embrace inclusivity not just as a trend, but as a cornerstone of their business strategy.
For creative industry executives, inclusivity and diversity will no longer be just talking points but key drivers of innovation and growth in the coming months. Several trends are emerging that executives should pay attention to:
- Inclusive leadership as a competitive advantage. Leaders who prioritise diverse voices and perspectives in decision-making will gain a significant edge. Studies show that teams with varied backgrounds tend to be more creative and effective. The focus should be on building leadership teams that reflect a broad spectrum of experiences, which will help businesses better understand and connect with diverse audiences.
- Shifting from tokenism to true representation. Brands that treat diversity as a checkbox will fall behind. Audiences, especially younger demographics, are increasingly aware of performative inclusivity. The future of representation will demand authenticity—real, consistent inclusion of minority voices not just in front of the camera but behind it in leadership roles, creative direction, and decision-making processes.
- Partnerships and cross-cultural collaboration. The global market is becoming more interconnected, and the creative industry is poised to benefit from cross-cultural collaborations. Bridging markets, such as Scandinavia and Asia, will open new opportunities for innovation, bringing together diverse talent and creating a fresh wave of creativity. Brands that embrace these collaborations will find themselves at the forefront of new cultural conversations.
- Diversity as brand identity. Consumers increasingly expect brands to stand for something beyond their products. In the near future, inclusivity will become a critical part of brand identity, with companies needing to prove their commitment through actions and continuous engagement. Diversity initiatives that align with brand values will resonate more deeply with audiences and foster loyalty.
- Long-term investment in talent development. The future of diversity in the creative sector depends on long-term investment in talent from underrepresented groups. This means not just hiring diverse creatives, but offering them opportunities to grow, lead, and innovate within the organization. Companies that build inclusive pipelines for talent will not only improve internal culture but also see the benefits reflected in their creative output and consumer engagement.
By focusing on these areas, executives can ensure that inclusivity and diversity are not just trends but integral parts of their future growth strategies.
Tuvierra shares 5 projects that have championed inclusivity and built a foundation for future success
In a world where inclusivity is increasingly becoming a core value, some brands stand out for not only embracing diversity but embedding it into the fabric of their identity. These trailblazers are not merely reacting to trends but actively shaping the conversation, championing inclusivity through thoughtful collaborations, campaigns, and real, meaningful actions.
Take Jean Paul Gaultier, a Maison renowned for pushing boundaries and redefining beauty. Working with the brand for two seasons, including a remarkable press trip to Verbier, I witnessed firsthand how they cultivate an environment where authenticity thrives. Gaultier is not content with token representation; instead, they celebrate individuality and boldness, turning diversity into a creative force that fuels their groundbreaking designs. Their campaigns don’t just showcase diversity — they breathe it, reflecting a world where everyone, no matter their background or identity, has a place.
Guerlain, a brand I’ve had the privilege of collaborating with for nearly three years, mirrors this commitment to inclusivity on a deep, personal level. As a friend of the house, I’ve seen how their long-term investment in creatives transcends mere partnership — it feels like family. From Provence to Barcelona, they have always championed my voice, inviting me to be the first to experience their latest innovations. This mutual respect, underscored by their support for my ongoing development, such as through the Inside LVMH Certification course, shows how Guerlain is leading by example: inclusivity isn’t a marketing tool—it’s a value ingrained in every facet of their operations.
Similarly, Helsinki Partners (a city marketing, investment, and talent attraction company owned by the City of Helsinki, Ed’s note) takes inclusivity to new heights by embracing creative freedom and the power of connection. As an ambassador for their sustainable fashion and tourism efforts, I found myself part of an inspiring collective of industry leaders and journalists who represent diverse perspectives. The focus was on promoting Helsinki and Fashion in Helsinki. Creating a dialogue where all voices were heard. This is inclusivity at its finest — true collaboration, grounded in shared values, with an eye toward creating a welcoming space for everyone.
Stine Goya, Munthe, and Baum Und Pferdgarten, leading Danish fashion houses, have each made inclusivity a cornerstone of their brands, while simultaneously championing sustainability. Whether it’s Goya’s vibrant, fearless designs that make you feel empowered, Munthe’s chic yet versatile pieces perfect for my jet-setting lifestyle, or Baum Und Pferdgarten’s effortless elegance that makes me shine during beauty campaigns, these brands know how to celebrate individuality. They don’t just dress me; they embrace my personal style, allowing me to create, curate, and express my unique identity with grace and boldness. They are a true testament to how fashion can be a vehicle for inclusivity and self-expression, crafting garments that are as diverse as the people who wear them.
Lastly, the historic Hotel Sacher proves that inclusivity extends beyond fashion into the world of luxury hospitality. From giving me a princess-worthy stay for my TEDx speech to celebrating my achievements with bespoke details like an embroidered pillowcase and an iconic Sacher-Torte, this brand shows that luxury doesn’t have to be excluded — it can elevate everyone who walks through its doors. Their thoughtfulness, attention to detail, and genuine care embody what it means to create spaces where everyone feels valued and celebrated.
These brands are not just talking about inclusivity; they are living it. Their commitment goes beyond campaigns and slogans, embedding diversity and inclusion into the core of their values and actions. It’s an inspiring reminder that when brands truly invest in inclusivity, they don’t just reflect the world — they help shape a better one.
These partnerships aren’t just about single campaigns — they reflect a deeper, long-term commitment to inclusivity, diversity, and creative expression. These brands understand the value of authentic storytelling, proper communication, and the role inclusivity plays in shaping their brand’s future. They set a strong example of how to combine class, elegance, and inclusivity to inspire their audiences while building a meaningful foundation for growth.
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