Los Angeles-based fashion retailer, Revolve, is doing some serious damage control. Their marketing campaign that was designed to bring attention to cyberbullying instead made the brand look like cyberbullies themselves.
What caused the controversy? Revolve was selling a sweatshirt that read, “Being fat is not beautiful, it’s an excuse.” The public instantly took to social media to voice their shock and anger toward what clearly appeared to be “fat shaming” by the clothing line.
Revolve quickly responded to the criticism and explained that the sweatshirt was designed by Pia Arrobio, who collaborated with actress and writer Lena Dunham, as well as Emily Ratajkowski, Cara Delevingne, Suki Waterhouse, and Paloma Elsesser, to create a line of slogan sweatshirts meant to bring awareness to cyberbullying. Each sweatshirt was supposed to feature a hateful or negative comment that had been directed at each participating celebrity.
“We messed up big,” Revolve said in its statement. “We are SO SORRY for hurting and offending you. The intention was not to promote or endorse these hateful words, but instead to empower all women by making them understand that even the world’s most beautiful and successful women have been subject to hateful messages from internet bullies.”
Putting their money where their mouth is, Revolve pledged to donate $20,000 to Girls Write Now, the organization it intended to aid with this campaign. The mission of Girls Write Now is to help “underserved young women to find their voices through the power of writing and community.”
Lena Dunham also released a statement declaring that she will no longer be working with Pia Arrobio or Revolve. “I’d rather go naked than promote exclusivity,” Dunham wrote.
Overall, what was supposed to be an influential and inspiring marketing campaign turned into a major PR crisis for Revolve. Will they be able to recover? Perhaps. Revolve was quick to release a public apology and their generous donation to Girls Write Now certainly helped.
As Revolve continues to rebuild their brand reputation, we invite them to take a cue from our crisis communications playbook.
