Australian fashion label Peppermayo has issued a formal apology following intense backlash from customers who were frustrated by the brand’s recent Coachella campaign featuring influencers, while many shoppers were still waiting on overdue orders and refunds.
The Sydney-based clothing brand, which markets and ships globally, was heavily criticized in recent weeks. Shoppers voiced their anger after videos surfaced on TikTok of influencers, including Love Island UK stars Lucinda Strafford and Sophie Piper, wearing Peppermayo outfits at Coachella. Other promotional content featured models lounging poolside, dancing at festival events, riding in a Peppermayo-branded Jeep, and attending an NBA game—all while some customers reported waiting weeks or even months for their purchases to arrive.
The campaign’s lavish nature sparked outrage among customers who believed the company should prioritize resolving existing order and refund issues rather than funding promotional trips.
“The outfits are cute, too bad not everyone is getting their orders,” one customer wrote online. Another added, “Maybe fill those before making silly TikToks.”
Other users commented with frustration over continued delays:
“Sending influencers to Coachella while all our orders are in ORDER is wild!”
“What on earth are you guys doing?! Stop ignoring us!!!”
In response to these complaints, Peppermayo had been replying to individual comments on social media with a message asking customers to send direct messages for further assistance, often followed by emojis.
On Wednesday, co-founders Georgia Wright and Huayi Huang released an official statement via Instagram to address the growing dissatisfaction. They acknowledged the timing of the Coachella content may have upset customers, explaining that the campaign had been scheduled months in advance.
“We want to sincerely apologise for the recent delays experienced by our amazing customers in receiving their orders, and for our lack of transparency during this time,” the statement read.
According to the company, the delays were due to unspecified “external macroeconomic factors” that led to “major technological and integration challenges.” The founders assured customers that these supply chain issues have now been stabilized and the backlog of orders is in the process of being cleared.
The brand also admitted it had been understaffed in its customer service department, contributing to the poor communication many customers experienced. They stated that additional team members had since been hired to help address concerns.
As a goodwill gesture, Peppermayo announced that from May 5, it would offer free express shipping for a month to customers in the U.S., U.K., Australia, and Canada.
However, not all customers were satisfied with the apology. Some felt the offer of free shipping for future orders didn’t resolve the current problems.
“Rather than offering ‘free express shipping’ on future orders, focus on the issues within the CURRENT orders that have been delayed,” one user commented.
“People missed outfits for vacations and big events, and you’re offering on one day, free shipping only if we spend more money?” another added.
Others called for a boycott of the brand, criticizing it for mishandling the situation and leaving customers out of pocket for shipping and return fees.
Despite the backlash, some followers responded positively to the apology. One comment read, “We love a company that takes accountability.”
Peppermayo, which has 1.2 million followers on Instagram, describes itself as a “Sydney based fashion biz with a diverse, trendy, female customer base.” The company’s website highlights its focus on exclusive in-house designs and its efforts to minimize environmental impact by using biodegradable packaging and recycled paper tags.
Although the brand has taken steps to address the customer service crisis, many shoppers are still waiting to see if those words translate into timely deliveries and improved transparency.
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