Today’s opinion piece is from Haileigh Farrell.
Silly Bandz, Webkinz and Harry Potter are just a few of the staples of my childhood. Curled up on a classroom beanbag during reading time, I would find myself getting deeper and deeper into the story.
Fast forward and Harry Potter has done it yet again, capturing the hearts of many with an exclusive line with MeUndies, an underwear, loungewear and apparel company. While some fans have eagerly ordered the five epic Potter prints, which include a unique “Mischief Managed” pattern as well as one embodying each fictional house, a more serious conversation has rose around MeUndies.
On June 6, 2020, J.K Rowling created controversy with a series of transphobic tweets. This did not stop the brand from releasing the Potter collection featured in its Fall 2020 product line. Once a champion for diversity and inclusion, MeUndies had a history of being a “friend” and an “ally” to consumers. For example, the Company celebrated Pride Month in 2017 with a Rainbow Collection that showcased influential LGBTQIA+ members and has partnered with the It Gets Better Project to further empower this community.
After receiving backlash from releasing the Potter line, MeUndies went on to issue a ten-slide carousel “apology” in an Instagram post on October 30, which read “Please know that it was never our intent to hurt or offend anyone.” Rather than pulling the line, MeUndies removed the collection from the homepage wall. Yet, the prints are still available for purchase.
User comments from some quickly responded to the post, identifying an underlying motive, profits. One comment from @ohmygodsquad read, “lol just say *shrug* we don’t care because capitalism.”
Since this decision, MeUndies has dealt with a loss of trust for many customers who now feel alienated from the brand, although they once viewed it as one who empathized with their struggles and promoted inclusivity.But, this matter of mistrust is bigger than just MeUndies. It also applies to any brand associated with Harry Potter like Warner Bros, Universal Parks and Resorts, as well as bookstore or online suppliers.
So, what’s a brand to do? Stick to its values, it’s a compass that will guide their way.