L’une des plus grandes collaborations de l’année 2021 vire au drame, un cauchemar pour la marque britannique de vente en ligne de vêtements boohooMAN.
En juin, l’entreprise britannique de vente en ligne de vêtements boohooMAN dévoilait sa capsule estivale en collaboration avec le rappeur américain DaBaby. La collection en édition limitée de 100 pièces, comprenait des ensembles de survêtement, des vestes, des pulls et des shorts de basket-ball. Cependant, elle ne restera en ligne que quelques semaines.
Alors que ces pièces streetwear colorées et totalement en harmonie avec le style du rappeur promettaient un bel avenir, l’actualité apporte un tout autre tournant suite aux déclarations insultantes jugées homophobes de la part du rappeur durant le Rolling Loud Miami Festival.
Sur la scène du Rolling Loud, le rappeur avait demandé à ses fans d’allumer les lumières de leurs portables s’ils «ne se sont pas présentés aujourd’hui avec le VIH, le sida ou l’une de ces maladies sexuellement transmissibles mortelles, qui vous feront mourir en deux ou trois semaines» et n’ont pas sucé «une b*te sur le parking».
Ces propos ont choqué de nombreuses personnes et ont été massivement dénoncés sur la toile. Les autres artistes du festival, comme Dua Lipa et Sir Elton John ont condamné son langage offensant. « Nous avons été choqués de lire les informations erronées sur le VIH et les déclarations homophobes faites lors d’une récente émission DaBaby », a déclaré John.
« Cela alimente la stigmatisation et la discrimination et est à l’opposé de ce dont notre monde a besoin pour lutter contre l’épidémie de sida. »
DaBaby s’est depuis excusé pour ses remarques « insensibles » sur le VIH/SIDA, tout en affirmant que ses commentaires avaient été « mal digérés ». Il déclare :
«Je respecte les gays, surtout ceux qui ont le courage et la bravoure de sortir et de vivre dans leur vérité, je respecte ça. Mais, je le respecte de la même façon si vous êtes une personne hétérosexuelle, je le respecte de la même façon».
Mais cela ne suffit pas, et c’est au tour de boohooMan de réagir face à cette situation critique. La marque décide alors de procéder à la rupture de son partenariat avec l’artiste et à l’arrêt définitif de la collection.
La marque s’exprime alors sur ses réseaux sociaux :
« boohooMAN condamne l’utilisation de propos homophobes et confirme que nous ne travaillerons plus avec DaBaby », rédige-t-elle dans son communiqué. « La diversité et l’inclusion font partie de l’ADN des groupes boohoo et nous sommes fiers de représenter les divers clients que nous servons à travers le monde. Nous défendons et soutenons la communauté LGBTQ+, et ne tolérons aucun discours de haine ou de discrimination sous quelque forme que ce soit.»
Dommage pour la marque qui, quelques semaine plus tôt, avait déclaré :
« DaBaby est l’un des rappeurs les plus en vogue du moment. Son style et sa musique s’alignent parfaitement avec ce que nous sommes en tant que marque cette collab va être BIG ! » Samir Kamani, PDG de BoohooMAN, a déclaré. « Je suis excité pour le monde de voir ce que nous avons en magasin et d’accueillir DaBaby dans la famille ! ».
Une collaboration pourtant prometteuse autant pour la célébrité que pour la marque, mais une relation trop fragile à entretenir qui a volé en éclat.
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