» Course: Advertising Copy & Layout 4
» Categories: PR Blunder
Problem: At the end of 2018, Forever 21 featured a white model wearing a Wakanda Forever sweater inspired by the movie Black Panther on their website and social media. This led to a sensitive issue of racism when social media users criticized the store for using a white model instead of a person of colour. Many people seemed to boycott and strongly condemn this problematic image. This attack created a serious contradiction and affected the Forever 21 brand’s reputation.
Objective: To raise the brand out of the ashes and put them back in a positive light.
Main Message: To those who concern about racial equality, Forever 21 is the fashion apparel brand that gives equal opportunity to people of all races to try fashionable offerings and to enjoy the sense of their own value with confidence.