Photo: Miu Miu

In the world of fashion, the idea of “controversial marketing” isn’t new. Nowadays, with social media ruling, brands are becoming bolder and less traditional. Luxury brands are constantly putting out controversial items to catch people’s attention in a crowded market. These brands intentionally create products that spark debate, aiming for more attention, engagement, and ultimately, higher sales. However, some brands miss the mark and end up getting mocked and criticized, damaging their image.

Controversial fashion often divides the internet. Despite negative reactions, it always grabs more views and piques curiosity. Social media influencers play a big part in satisfying people’s curiosity. People trust them more for honest opinions since they live more relatable lives than celebrities. So, both brands and influencers benefit from controversial marketing by reaching more potential customers and followers.

Take Italian fashion house Miu Miu, for example. They sold sequined underwear for a whopping $5678. Despite being mocked as impractical by many, it sold out thanks to viral content from influencers on platforms like TikTok and Instagram. The bedazzled underwear even contributed to the “No-pants” trend. Another success story is New York-based label MSCHF, known for their Big Red Boots. These boots, despite being ridiculed for their cartoonish appearance, sold out within minutes after being spotted on celebrities and influencers.

Photo: Jordanluca

Another recent example is London-based label JordanLuca and their “Stain Stonewash” jeans priced at $811. Dubbed “Pee-stained jeans” by the internet, they went viral and sold out, leading to a 15% increase in sales between 2022 and 2023. However, brands must consider the potential negative impact and ethical concerns of controversial marketing. Some miss the mark and create products so outrageous that they damage the brand’s identity and reputation.

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For instance, Bottega Veneta received backlash for their telephone cord necklace, which didn’t align with their luxury aesthetic. Similarly, Balenciaga faced criticism for a bracelet resembling a roll of scotch tape, which didn’t resonate well with consumers. Despite controversy marketing being a risky strategy, brands continue to push boundaries in pursuit of revenue in an increasingly competitive industry.

Would you wear this? 🤨 #balenciaga ♬ Imperfect Island – DJ BAI

Ultimately, the goal for all brands is to make money in a fiercely competitive industry. This drives them to take more risks with their creations and embrace controversy marketing and unconventional products. In a world where trends change rapidly, brands need to constantly innovate to stand out from the crowd. It seems that fashion‘s fascination with controversy is here to stay, at least for the foreseeable future.