In a move that has left many scratching their heads, luxury fashion brand Versace has partnered with transgender influencer Dylan Mulvaney to promote a new women’s clothing line. The decision, unsurprisingly, has ignited a fierce backlash, with a flood of women voicing their outrage over the brand’s choice to feature a man as the face of women’s fashion.

Mulvaney, notorious for sparking the massive controversy surrounding Bud Light’s partnership with him earlier this year, now finds himself at the center of another public relations nightmare. After Bud Light’s ill-fated collaboration led to a nationwide boycott, costing the beer giant billions in market value, many feared that Versace might face similar consequences by aligning itself with Mulvaney. Judging by the comments on social media, it seems those fears may be well-founded.

Conservative influencer Tom Lucere broke the news on May 9, 2025, posting on X (formerly Twitter) that Versace had enlisted Mulvaney to promote its new women’s collection. “🔥🚨BREAKING: Versace just enlisted transgender influencer Dylan Mulvaney to promote their women’s collection in an attempt to help boost their decline in sales,” Lucere tweeted, sharing his disbelief over the brand’s desperate move.

The response was swift, and the backlash overwhelming. Women who had once been loyal to Versace expressed their shock and disgust at the partnership, voicing their frustration with the brand’s decision to feature Mulvaney in its ad campaign. One comment read, “Why tf would women want to see clothes aimed at them modeled on a man? Narrower hips, broader shoulders, etc – I want to see what the clothes look like on a woman.” Another added, “I guess women will go back to designing and sewing our own clothes. That way we won’t have to compete with ill-fitting garments made for men. Versace; the ultimate misogynists!!!”

As the outcry grew, calls for a boycott quickly followed. “Hey @Versace on behalf of real women everywhere, we will no longer wear, purchase or promote the brand that has hired a mentally ill guy pretending he’s a woman to promote it,” one woman declared. “It’s insulting. Gianni would have never allowed this BS.”

Others echoed similar sentiments, expressing their dismay over the brand’s apparent abandonment of women’s values. “Good to know,” one user wrote. “I often wear @Versace perfumes, but since they’re replacing women with men to sell products, I’ll switch to another brand. I don’t support companies pushing anti-science, anti-woman, anti-sanity agendas that harm women, children, men, and families alike.”

But the backlash wasn’t just about the gender issue. Many commenters questioned whether Versace could continue to justify its premium pricing in light of the controversy. “Insane how @Versace doesn’t like women,” one user remarked. “They’re promoting women’s clothes by hiring a dude.. got it. I’m pretty sure their garments are not Italian made.. the same person making the SHEIN in their factory is the same person making Versace.”

The criticism of Versace’s decision has drawn comparisons to Bud Light’s disastrous marketing campaign with Mulvaney. One user pointed out the similarities, saying, “Hey, Versace, ask Budweiser how that turned out.” The commenter continued, “Versace, you went from being an iconic brand symbolizing class, elegance, and luxury to a casualty of the woke marketing circus. Sell luxury fashion instead of political statements. But hey, if you want to be the Bud Light of high fashion, congratulations, you’re right on track.”

Versace’s attempt to embrace a “woke” agenda by partnering with Mulvaney is yet another example of how far corporations are willing to go to pander to a vocal minority at the expense of their core customer base. As the backlash continues to build, it remains to be seen if the brand will reconsider its choice or if it will continue down the path of alienating its loyal customers in favor of virtue-signaling. One thing is for sure: Versace’s new campaign has turned from a fashion statement into a cautionary tale.