Who didn’t show up at the CFDA Fashion Awards this year? From J.Lo to Kim Kardashian, Anne Hathaway to Paris Hilton—every A-lister was in the mix. But this year was special. One thing became crystal clear: Purpose and fashion? It’s the ultimate power couple. Not just for designers, but for every brand out there.

Let’s talk about the CFDA itself—the Council of Fashion Designers of America, Inc. includes 474 influential designers, covering all things fashion from womenswear to menswear, jewelry, and accessories. Their mission? A global fashion revolution. Boosting creativity, championing sustainability, and making a positive impact on the world. They’re all about it.

And beyond the glitz and glam of the runway, the CFDA Foundation, steps it up even further, raising funds for charity and industry initiatives. It’s proof that fashion can be more than skin-deep—it’s about making a difference.

I’ve had my own share of purpose-driven fashion moments. At the 2021 MTV EMAs in Budapest, Hungary, I walked the red carpet with a clear message: equal rights for all. Rocking a fierce red velvet Gucci suit with “Orban Love Wins” emblazoned across the back of my jacket, the media went wild. There was no doubt in my mind that moment was electric. Gucci, the epitome of luxury, transformed into a brand on a mission: creating real social impact.

But, why should you jump on the purpose bandwagon?

It’s the outward force that sets a brand apart, not just in a customer’s life, but in the community and in the world at large. I believe that when brands define their purpose, they connect on a deeper level, showing they’re here for more than just transactions—it’s about a shared mission.

A recent study showed that 64% of global consumers will support or boycott a brand based solely on its stance on social or political issues. And get this—88% of consumers want brands, like the CFDA Fashion Awards, to be part of positive change. These numbers don’t lie. Purpose isn’t just nice—it’s a necessity in today’s brand game.

And when I think of brands making waves, Dove and Crayola instantly come to mind.

What was Dove’s purposeful mission? To empower women to own their unique beauty and unlock their full potential. The 2004 launch of the Campaign for Real Beauty was no less than revolutionary and set in place a tidal wave of positive changes in the purpose-driven field for brands. All shapes, shades, and sizes, front and center as the true faces of beauty. Dove’s inclusive Brand Purpose transforms it from a soap brand to an empowerment icon.

And Crayola’s purpose was to spark originality in every child. The purpose not only inspired parents and children but also fueled further innovation within the company. Crayola had a clear goal: nurture creativity in children and make Crayola a symbol of inspiration for young minds.

So, amongst all the glitz and glamour of the CFDA Fashion Awards, all this to say… What’s your purpose? Embrace it, champion it, and trust me—you’ll see the world rally around you.

Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.