How fashion brands use criticism to their advantage
REPORT
17 Jan 2024
How fashion brands use criticism to their advantage

Cancel culture is real, but are Gen Zers more forgiving than we think? Fashion brands Sunnei and Reformation spent 2023 sharing negative feedback for the world to see, and social media consumers are loving it. So how can criticism be spun into a successful marketing tactic?

Natalie Theodosi

Natalie Theodosi is a fashion editor at London-based global affairs and lifestyle magazine, Monocle. She spent nearly seven years working for the esteemed fashion-industry trade journal Women’s Wear Daily, starting as accessories and general assignment editor and working her way up to news and features editor.

Joe Bobowicz

Joe Bobowicz is a writer and creative who works in-house at i-D while contributing to publications including AnOther, The Independent, Dazed, Frieze, and The Face. Previously, Bobowicz led the menswear content at Harrods, working with brands including Adidas, Nike, Gucci, and Apple. He has guest lectured at Central Saint Martins on the BA Culture, Criticism and Curation course, at Westminster University on the MA Menswear and London College of Communication.

Natalie Chui

Natalie Chui is the commissioning editor at The Sun’s shopping vertical, where she edits and commissions lifestyle reviews and round-ups. She was previously a senior content writer at Express Newspapers and has also written for titles including Stylist, The Metro, South China Morning Post, Gal-dem, and The Femedic.

Shannan Sterne

Shannan Sterne is an award-nominated journalist, copywriter, mentor, and consultant published globally. She has experience at world-renowned retail organisations, national consumer glossies, creative content agencies and industry trade magazines. Sterne is a copy consultant for global skincare brand StriVectin, a reporter for Canvas8, and a social media strategist for Invito Design. She has also guest lectured at Condé Nast College of Fashion and Design and Falmouth University. Sterne has previously written for titles including Harrods, Superdrug, Red, You & Your Wedding, Women’s Wear Daily, and Look.