What is Love + Ethos? All about Whitney Alford's brand as Kendrick Lamar's fiancée reportedly shows up at TDE for "Christmas in Compton"

Whitney Alford, Kendrick Lamar's fiancée, reportedly spread Christmas cheer by giving back to her community through her brand Love + Ethos at the "Christmas in Compton" event. The news was reported by a Kendrick Lamar X fan page @WordFromKdot on December 29.

For the unversed, Whitney Alford reportedly started her non-profit Love + Ethos to help empower the women and mothers in her community. According to the website, the non-profit's mission is "to create supportive spaces and opportunities for women journeying through motherhood while facing systemic, economic, and social challenges." It is unclear when the company was launched.

On December 29, the fan page posted a video of Whitney Alford greeting and talking with people at the "Christmas in Compton" event, which TDE allegedly hosted. Alford can be seen wearing a black sweatshirt, a white T-shirt, and a Love + Ethos hat.

There are conflicting reports about who hosted the Christmas event. While the fan page claimed it was Lamar's previous record label, Top Dawg Entertainment (TDE), others in the comments argued his independent company, pgLang, hosted it. Lamar reportedly left TDE in 2021, over 15 years after he was first signed in 2005.

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Whitney Alford aims to be "an asset to her community" through Love + Ethos

Whitney Alford, a Los Angeles native, reportedly started Love + Ethos to give back to the community that supported her throughout her life. In a statement on the company's website, Whitney Alford explained the ideology behind her brand. She said she wanted women in minority communities to "feel seen, heard, and appreciated," as they are often overlooked.

"There’s so much opportunity to empower women and yet we are often the first to be overlooked, especially if you’re a minority. Much of my career has encompassed helping women to feel seen, heard, and appreciated. I’ve recently acknowledged how this work comes from a place, deep within my lineage, with generations of women helping women and raising families together," she said.

"The challenge for me has been how to utilize my own opportunities in an impactful way. I hope to be an asset to my community through my work with Love + Ethos."

Love + Ethos reportedly operates on four pillars of values: integrity, community, authenticity, and collaboration. According to its website, the brand envisions a world where women can independently define "their individual and collective futures."

Whitney Alford's non-profit has hosted three events at the time of this article, including a Christmas giveback in 2023 and a postpartum retreat in 2024. Love + Ethos' programs revolve around "Self, Community, and Expansion."

"Self" focuses on self-care, self-awareness, and self-acceptance, while "Community" focuses on building "networks of care, resources, and encouragement" to help women and mothers "grow and heal together." "Expansion" aids women in learning professional and life skills that will help them build thriving lives.

The website reportedly has a store that sells clothing, accessories, and journals. All proceeds go to fund the company's programs and events.

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Along with being a businesswoman, Whitney Alford is also the mother of two children with her fiance, Kendrick Lamar. The family appeared on the album cover of Lamar's 2022 album, Mr. Morale & the Big Steppers. Alford and the children also recently made a cameo in the music video for Not Like Us, released in July 2024.