Brand PR Crisis: Employee Dismissal Over Celebrity Body Comments

The incident began when actress Liu Yifei was photographed shopping in Beijing wearing jeans from clothing brand Lefame. After the photos circulated on social media platform Xiaohongshu, they generated significant consumer interest, leading to thousands of sales of the same jeans model.

However, a sales associate at Lefame’s Nanjing Deji store then used the brand’s official social media account to comment on customer posts, comparing their appearances to Liu Yifei and stating that “Liu Yifei is slightly chubby.” This unsolicited commentary, coming from an official brand channel, quickly sparked backlash from consumers and fans.

The situation escalated as customers began returning products, resulting in hundreds of thousands of yuan in lost sales. On January 19, 2025, Lefame issued a statement announcing the termination of the employee’s contract due to inappropriate social media conduct.

This case highlights several critical issues in modern retail and social media management:

First, the power dynamics between brands and celebrities have shifted dramatically in the social media era. While brands benefit from celebrity visibility, they must handle such associations with extreme care and professionalism.

Second, the incident demonstrates how quickly brand reputation can be damaged through inappropriate employee social media behavior. What might seem like casual comments can have major financial and reputational consequences when made through official brand channels.

Third, it raises questions about corporate social media policies and training. Companies must establish clear guidelines about engaging with customers and public figures through official accounts, as these represent the brand’s voice rather than individual opinions.

The case also reflects broader changes in consumer behavior and brand relationships. Modern consumers, especially in China, have strong emotional connections to celebrities they support. When brands appear to disrespect these figures, the backlash can be swift and severe.

From a management perspective, while some argue the dismissal was harsh, others note that the significant financial losses and potential long-term brand damage justified decisive action. The incident serves as a reminder that in today’s interconnected retail environment, every customer interaction through official channels must be carefully considered.

The broader impact extends beyond this single incident, as it has prompted many brands to reassess their social media policies and employee training programs. The case demonstrates how casual comments can escalate into major business crises in today’s social media landscape.