Dylan Mulvaney, a well-known trans influencer, was spotted promoting Versace’s new collection for girls last week. This comes in the wake of the brand facing challenges with declining global sales, which had previously led to a nationwide boycott related to Bud Light, resulting in significant drops in beer sales.
“I think this is the best I’ve ever seen, I’m pretty sure,” Mulvaney mentioned in a social media video, suggesting he would check his outfit from every angle while in front of the camera.
“We headed to the Versace event. I think so, right?” he added with a playful tone, even trying to dash away from the camera while wearing high heels.
Mulvaney attended the launch of Versace’s La Vacanza collection in New York City last week.
Transgender influencer Aaron “Aariana Rose” Philippe was also present at the launch and shared her gratitude towards her “Versace family” in an Instagram post, expressing her love for Donatella Versace along with photos from the event.
Mulvaney and Philippe’s participation comes as Versace reportedly saw a 21% increase in sales in the U.S. after experiencing a 15% decrease in luxury brand performance during the third quarter of 2024, followed by 21% in Asia.
John Idol, CEO of Capri Holdings, which owns Versace, attributed the sales slump to the brand overly focusing on “quiet luxury” and scaling back on lower-priced items.
“We believed we had removed too many unique Versace statement pieces,” Idol noted, reflecting on the brand’s shifts. He emphasized the need for a better balance between playful and elegant offerings to cater to a broader luxury audience in the upcoming year.
Despite the sales setback, Versace made bold moves recently, showcasing biological men in women’s clothing at a promotional event for the LA Vacanza Summer Collection. This took place following a nationwide boycott of Bud Light last year, which stemmed from Mulvaney’s partnership.
