The domestic fashion brand LIBÉ (12 years old) is facing a wave of criticism from the online community. The reason comes from the brand's new advertising image.
Unsophisticated and controversial product advertising
Accordingly, this brand launched a new collection following the Y2K trend (fashion style inspired by the 2000s), using old photo tones inspired by digital cameras. The models appeared with an effortless chic style, minimal makeup and natural poses.
However, this series of photos quickly received mixed reactions from the online community because it did not meet aesthetic standards and was offensive.
Specifically, these lookbook images show a lot of the model's skin, but are not filmed or post-processed properly, creating a feeling of disgust.
In just one day, posts on Threads and Instagram mentioning the LIBÉ brand received thousands of interactions, but the majority of comments were negative.
Netizens quoted LIBÉ's advertisement post on July 5, "don't know what the artistic intention is" (Photo: Screenshot).
Many opinions say that the model's image lacks vitality, is revealing but not sexy, but reveals many flaws, and does not show the beauty of fashion.
"The lookbook is not pleasing to the eye, perhaps the company wanted to follow a Western style but it doesn't look neat at all," said a comment on social media.
A fashion expert commented that LIBÉ is trying to break out of its safe framework to aim for an international image, similar to brands like Zara or Ganni. However, this effort is considered "not enough", leading to a shallow and superficial product promotion image.
LIBÉ’s founder once shared that the brand was born from personal needs, aiming for femininity, simplicity, high applicability and international thinking. Although it made its mark with popular designs in the 2018-2020 period, the brand’s latest attempt at renewal seems to have backfired, causing even loyal customers to react.
Dan Tri reporter contacted LIBÉ's founder but has not received an official response.
Quality down?
In addition to the controversial lookbook, netizens have also extended their criticism to the quality of the brand’s products in recent years. Many former LIBÉ customers believe that the brand has lost its peak form of 5-7 years ago - a time when its designs were eagerly sought after.
"LIBÉ products have gone down in design, quality and lookbook. Before, my wardrobe was full of LIBÉ, now I give up," a long-time customer expressed disappointment.
LIBÉ's promotional image (posted on July 15) received negative feedback on Threads (Photo: Screenshot).
From design to service quality, LIBÉ is facing disappointment from customers, even those who have accompanied the brand for many years.
The spread on social networks Threads and Instagram shows the negative impact of this scandal. Some say that, not only has LIBÉ lost the trust of customers, but it is also at risk of losing market share in the fierce competition of the domestic fashion industry.
Recently, LIBÉ spoke out on social media, expressing that the brand had listened and reflected on customer feedback over the past few days, and therefore decided to hide the controversial photo series.
“This was a decision the brand took very seriously, as LIBÉ wanted to ensure that every image shared brought the right and positive feeling to viewers.
We know there's still a lot of work to be done and we'd love to hear more from you guys," LIBÉ wrote in an Instagram post.
Along with that, this brand also shared that it is willing to listen to customer feedback to improve better service in the future.
Source: https://dantri.com.vn/giai-tri/nhan-thoi-trang-viet-bi-che-quang-cao-kem-duyen-khach-hang-phan-ung-20250729223538023.htm
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