Follow Friday: @moshalundstrom

31st July 2020


Lundstrom Halbert is a shoe expert, editor, designer – and as of late, a powerful advocate of Aurora James’ 15 percent pledge. 


Adding Mosha Lundstrom Halbert to your feed will come as a no brainer, for all fellow shoe lovers. 

Lundstrom Halbert used to work as the fashion director of Footwear News, so she no doubt knows a thing or two about shoes and has an impressive shoe collection of her own. A mere glance at her Instragram account offers beautiful snaps of some of the buzziest styles of the season – from Amina Muaddi’s glitter ‘Gilda’ pumps, to Chanel dad sandals and Bottega Veneta ‘Intrecciato’ slippers – as well as an array of unique finds from vintage Bottega ballet flats, to cowboy boots and statement styles by up-and-coming labels like Pinga. 

What’s better, is that Lundstrom Halbert has a lot more to offer beyond all the delicious shoe candy. First and foremost, she has been a loud advocate of the Black Lives Matter movement, offering up her account for designers of color to take over and share their stories and most importantly, joining shoe designer Aurora James’ 15 percent pledge and bringing it to her home of Canada. As part of her work with James, Lundstrom Halbert’s aim is to get big Candian retailers like Ssense or Holt Renfrew to commit to stocking 15 percent black-owned businesses. 

“It really doesn’t sit well with me, and many other people, when you see this onslaught of Black models, for example, being used in [store] campaigns and on Instagram, and then when you look at the brand list it feels so different,” shared Lundstrom Halbert on her account. “You want Black people to spend money in your stores and you want it to look like you are welcoming to Black and Indigenous people, but you’re not actually supporting any of their businesses.” 

The mission of the 15 percent pledge is ongoing and Lundstrom Halbert continuously shares updates on her account, so there’s a continuous flow of educational material to benefit from by following along  her journey. Plus you’ll also get a peak into her dreamy, Icelandic-inspired outerwear brand Thermakota and what her fashionable life in the West Coast looks like – including plenty of hikes, expert skincare tips and healthy meals galore. 

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