Transgender influencer Dylan Mulvaney has taken to social media to promote luxury fashion brand Versace, showcasing the high-end label’s clothing nearly two years after a controversial partnership with Bud Light had a significant financial impact on the beer brand.
On May 5, Mulvaney shared a video on social media, proudly twirling in a black Versace dress, exclaiming, “I think this is the best I ever looked, I’m pretty sure.” The video highlighted Mulvaney wearing the dress at the star-studded launch party for Versace’s new La Vacanza collection, held in New York City on May 3. In addition to the video, Mulvaney posted photos posing with actress Anne Hathaway, tagging Versace in the images.
In another social media video, Mulvaney continued to flaunt the same dress, with Madonna’s “Material Girl” playing in the background. The influencer lip-synced a clip from Fran Drescher’s character on “The Nanny,” saying, “This is the one I always pull out when my relationships start to get a little serious.”
It remains unclear whether Mulvaney has any formal partnership with Versace, even though the influencer boasts millions of followers on platforms such as TikTok and Instagram. The posts drew considerable attention after the luxury Italian brand reported a 15% drop in global sales in its third-quarter earnings.
In February, Versace’s parent company, Capri Holdings, revealed the disappointing sales performance. CEO John Idol attributed the decline to the brand’s over-focus on the “quiet luxury trend” and a reduction in entry-level-priced merchandise. He noted that in 2025, Versace would seek to strike a “balance of fun and elegant assortment” and broaden its product offerings to appeal to a more diverse range of luxury consumers.
Despite the high-profile posts, Versace has yet to comment on any potential official collaboration with Mulvaney.
Mulvaney’s relationship with brands has garnered significant attention following her controversial March 2023 partnership with Bud Light. The beer company had celebrated Mulvaney’s one-year anniversary of identifying as a woman by sending personalized Bud Light cans with Mulvaney’s face on them as part of a March Madness promotion. The campaign, however, sparked a backlash from conservative groups and loyal Bud Light customers, who felt the brand was prioritizing identity politics over its core audience.
The fallout from the partnership resulted in nearly a 30% drop in Bud Light’s sales, with a $27 billion decline in market value. Former Anheuser-Busch President of Operations Anson Frericks stated in February that the beer brand had yet to fully recover from the backlash, although efforts have been made to regain its customer base.
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