Dylan Mulvaney has recently promoted the luxury fashion brand Versace in a social media video, about two years after a controversial collaboration between transgender influencers and Bud Light negatively impacted that brand. Mulvaney expressed, “I think this is the best I’ve ever seen,” while elegantly sprinting in a black Versace dress in a video shared on May 5.
The influencer wore the dress at a star-studded launch event for Versace’s new LA Vacanza collection in New York City on May 3. Additionally, she shared a photo posing beside actress Anne Hathaway, tagging Versace in the post.
In another video, Mulvaney showcased the same dress with Madonna’s “Material Girl” playing in the background, also lip-syncing to a clip featuring Fran Drescher’s character from “The Nurse.”
It’s unclear whether Versace has an official partnership with Mulvaney, who boasts millions of followers on platforms like TikTok and Instagram. Her videos have been garnering attention, particularly after the luxury Italian brand reported a 15% decline in global sales during the third quarter.
During a revenue call in February, John Idol, the CEO of Versace’s parent company Capri Holdings, mentioned a shift towards a “quiet luxury trend,” which involves reducing entry-level products and addressing the brand’s declining sales, as reported by Business Insider.
Idol further announced the introduction of a broader product range aimed at appealing to a wider luxury audience, describing a desire for a “balance of fun and elegant assortment.”
Versace has not yet responded to requests for comment regarding Mulvaney’s involvement.
Reflecting on past events, two years ago, Mulvaney’s partnership with Bud Light for a promotional campaign proved disastrous for the beer brand. They had celebrated influencers who identify as women by sending personalized packs of Bud Lights adorned with Mulvaney’s face. This sparked significant backlash, particularly from conservative groups and loyal beer drinkers who felt traditional brands were straying from their roots due to shifting social ideals.
By May, Bud Light saw a nearly 30% drop in sales, resulting in a staggering market value loss of $27 billion. Anson Frericks, the former president of Anheuser-Busch, noted in February that while the brand hasn’t fully bounced back, efforts are underway to regain customer trust.
