It’s been a messy year for some fashion brands in the social spotlight. From not-so-pretty public showdowns over greenwashing and ethical claims, to deafening silence in response to mounting complaints, 2025 has proven that how a brand communicates in a crisis can be just as damaging as the crisis itself.
As someone with an interest in fashion who probably spends more time than average on TikTok, I’ve watched several scandals unfold in real time on my For You page. Each one offered a lesson in the dos and don’ts of crisis comms, so here are my biggest takeaways from three of the most notable showdowns.
#1 The founder feud that went viral
In May, a row between luxury label OddMuse and fashion commentator Mallory Brooks, or @plzdontbuythat, exploded on TikTok. What began as a disagreement over sustainability claims and pricing spiralled into accusations of “mean girl” behaviour, with both the founder of OddMuse, Aimee Smale, and Brooks posting video responses back and forth.
Leaving the contents of the videos to one side, it was the speed and scale of amplification that caused the real issue for OddMuse. Smale’s reactive, unfiltered tone exacerbated the situation rather than de-escalating it, and for days, TikTok feeds were flooded with commentary.
This was a stark reminder that, while openness and transparency are essential, not every fight worth having needs to be played out on social media. When communicating publicly, measured responses can protect your image while reactive posts often make you the story.
#2 The loud backlash to “quiet luxury”
Earlier this year, notorious fast-fashion label PrettyLittleThing announced its rebrand as “an elevated new era” that would “celebrate the brand’s heritage while boldly reimagining its future.”
However, as PLT swapped bubblegum pink unicorns for the “quiet luxury” aesthetic, there was a marked absence of any communications about operational change. People flocked to TikTok to share their thoughts, with many critics suggesting that the makeover was just an attempt to mask the reports of poor garment quality and unethical business practices.
PLT’s misstep reinforced the lesson that a rebrand in looks alone won’t shift perception. In 2025, authenticity is key, and without real change behind the comms, even the slickest overhaul will be met with scepticism.
#3 When hype meets harsh reality
When TV personality and social media influencer, Molly-Mae Hague, launched her fashion brand, Maebe, the sell-out response to its first drop suggested she’d got the formula just right. But the honeymoon didn’t last long. Customers questioned whether the £140 blazers and £90 jeans lived up to the promise of “elevated basics”, and complaints about inconsistent sizing, vague product details and poor quality fabrics began to stack up.
Here, poor communications intensified the problem. Statements addressing the backlash lacked substance, and instead of taking accountability, responses to unhappy customers appeared to shift the blame. As expected, frustration spread fast across social media.
While clear, proactive comms can’t fix a flawed product, they can shape how a brand is perceived in the aftermath. Addressing issues head-on, explaining what went wrong and outlining the lessons learned is much more likely to earn the respect of an audience.
The common thread
Every one of these PR crises had the same accelerant: TikTok. The platform boasts 1.6 billion monthly active users, and with commentary accounts on the rise, it’s easy to see how a small issue can quickly snowball into a major problem.
In a landscape where public opinion is shaped in seconds, an organisation that is prepared and clear on what they’ll say, how they’ll say it and who will say it, will fare the best. Crisis comms requires speed, clarity and constant monitoring, so investing in social listening tools and trained comms teams who can spot trouble before it trends is essential.