Megyn Kelly threatens boycott of Versace after luxury brand partners with transgender influencer Dylan Mulvaney, drawing parallels to Bud Light controversy.
At a Glance
- Megyn Kelly declared “Versace you are our new Bud Lite” after the luxury brand partnered with transgender influencer Dylan Mulvaney
- Mulvaney, who has over 10 million TikTok followers, has faced backlash for previous partnerships with brands like Nike and Bud Light
- Kelly suggested the partnership could lead to sales declines from conservative consumers, similar to what happened with Bud Light
- The partnership involves Mulvaney promoting Versace’s women’s line on social media and at live events
- Response to Kelly’s criticism has been mixed, with some supporting her stance while others doubt it will significantly impact Versace
Kelly Targets Versace Over Mulvaney Partnership
Megyn Kelly, host of a popular YouTube show and Sirius XM program, has set her sights on Italian luxury fashion house Versace following their partnership with transgender influencer Dylan Mulvaney. The collaboration, which features Mulvaney promoting Versace’s women’s line across social media platforms and at live events, prompted Kelly to issue a stern warning to the brand.
In a social media post, Kelly directly compared Versace to Bud Light, which faced significant backlash earlier this year after working with Mulvaney on a promotional campaign that ultimately led to boycotts, sales declines, and even a bomb threat against the beer manufacturer.
Kelly’s post included footage of Mulvaney wearing a Versace dress while dancing to Madonna’s “Material Girl.” The message was clear: conservatives who boycotted Bud Light should consider doing the same to Versace. This marks another chapter in the ongoing controversy surrounding brands that choose to work with Mulvaney, whom Kelly has repeatedly criticized for various reasons ranging from promotional appropriateness to concerns about the influencer’s appearance.
History of Controversial Partnerships
This is not the first time Mulvaney’s brand deals have generated controversy. Earlier in 2023, partnerships with Nike and Anheuser-Busch (maker of Bud Light) sparked significant backlash from conservative consumers and commentators. The Bud Light campaign in particular resulted in a consumer boycott that reportedly cost the company millions in sales and market value. Other celebrities joined the criticism, with figures like Kid Rock and country music star Travis Tritt publicly denouncing the brand and participating in the boycott.
Despite the controversy, Mulvaney has continued to secure lucrative partnerships with major brands. Reports indicate the influencer has earned over $1 million from various promotional campaigns with companies including Kate Spade, Ulta Beauty, and CeraVe. Mulvaney’s rise to prominence began during the COVID pandemic, when the influencer, who now has over 10 million followers on TikTok, publicly documented a gender transition journey that attracted both support and criticism.
Kelly’s Broader Criticism
Kelly’s criticism of Mulvaney extends beyond the Versace partnership. She previously targeted Nike for having Mulvaney promote sports bras, questioning the appropriateness of someone whom she claimed does not have actual breasts marketing such products. In April 2023, Kelly stated, “Nike sponsoring Dylan Mulvaney now for a f–king sports bra,” adding, “Dylan’s been taking some sort of a hormone that has turned Dylan into some … I don’t know what’s happening there, but those are not breasts.”
Kelly has also expressed a broader change in her perspective on transgender issues. She has stated that while she once considered herself sympathetic to transgender individuals, she now believes the movement has “gone too far.” This sentiment appears to resonate with many of her viewers and listeners, some of whom voiced support for her stance on the Versace partnership. However, not everyone agrees that a boycott would be effective against a luxury brand like Versace, with some commentators suggesting the high-end fashion house targets a different demographic than those likely to participate in such actions.
Mixed Public Response
The reaction to Kelly’s declaration has been divided along predictable lines. Supporters praise her for taking a stand against what they see as inappropriate marketing decisions, while critics question the potential effectiveness of boycotting a luxury brand. Some social media users pointed out that Versace’s primary customer base may not overlap significantly with those likely to participate in a politically motivated boycott, unlike Bud Light’s broader market appeal. Others noted that the Italian fashion house has a long history of progressive values and marketing approaches.
This controversy highlights the ongoing tension between traditional consumer expectations and the push for greater diversity and inclusion in advertising. As brands navigate these complex waters, they must weigh the potential benefits of reaching new audiences against the risk of alienating existing customers. For Versace, the partnership with Mulvaney represents a calculated risk in an increasingly polarized consumer landscape where marketing decisions can quickly become political statements regardless of a company’s intentions.
