Australian Fashion Brand Khòlò Faced Backlash After Launching a #MeToo Collection
Following social media backlash, Australian fashion brand KHÒLÒ has changed the name of their clothing line formerly called the #MeToo Collection.
On Wednesday, June 13, users on Twitter began sharing their concern regarding the brand's naming decision. In the original statement on their website, KHÒLÒ explained their intention for creating the line, citing the recent #MeToo movement as inspiration. They wrote, "When the whole #MeToo thing broke out, I was so surprised. Friends, mentors, peers — were all opening up were all opening up about their experiences. I started getting into books, following feeds and reading more and more stories. Women have been protecting themselves for generations. I just didn't know. Yes. It shouldn't happen. But yes. It does." The note went on to explain that the line was created "for the warriors, for all the wounds....for the healing."
The collection included a number of wearable pieces like dresses, jackets, accessories, and pants. And while the company may have intended to pay tribute to the movement with their line, social media pointed out where they believed KHÒLÒ missed the mark. In a tweet, Sophie Kalgas shared the brand's statement, captioning the image with "oh, no." People on Twitter questioned whether the line was "a joke", while others pointed to the names of some designs in the collection, including a slip dress called "Take Me Off" and another dress called "Sex On Legs."
The company later briefly removed the products from their website and then the page reappeared with a new collection name: The Magnificent Women. In a new statement on their website, KHÒLÒ addressed the name change, writing, "Yes, we renamed this the Magnificent collection. The original inspiration, which began from the masterpiece embroidery (The Maya Angelou Coat) - started with inspiration from the #MeToo movement. So it felt really natural for me to name the collection after it. Its embedded with symbols and connections to women, armour and self defence. It was the seed for me." The statement goes on to include the previously written portion, in addition to a new statement, which reads, "What if we had shared our experiences sooner? Would we go into work and solve the problems faster? Highly likely. Does wearing a badge solve that? No - it definitely doesn’t. But does it start a conversation? Right here? Right now? Yes it does. If we had, had those conversations sooner, perhaps so many #MeToo incidents would have been prevented. And that’s what this is about. Exploration. Conversation."
The statement continues, with the brand questioning whether the same conversation would have been had if "an artist made a piece of art and sold it in a gallery and it was titled #MeToo." The brand goes on in their newly revised statement, writing, "Is it any different because I’m making 20 items of clothing? Or 10 badges? I don’t know - in all honesty. But something inspired me to design. And so I did. I was inspired and so I did."
In addition to the new online statement, the brand also addressed an Instagram inquiry regarding potential proceeds of the collection going to a #MeToo related organization. "Please reconsider your #metoo collection," Instagram user @bleeepbloooop commented on a photo. "No percentage of profits going to services that help sexual assault survivors, garments with names like ‘sex on legs’ and ‘take me off’." The brand responded, writing, "Proceeds go to White Ribbon Foundation (I don’t announce it, but donate privately per collection to a charity I choose)."
Supporting the #MeToo movement isn't a bad thing and we've seen several instances where fashion has been a part of this. However, making a profit with no clear intention of giving back is problematic and using sexual innuendos as product names within a line about sexual misconduct is short-sighted at best.
Teen Vogue has reached out to KHÒLÒ for comment.
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Related: Sexual Pleasure Must Be Included in #MeToo Conversations
