In January 2024, Brandon Blackwood customers sifted through their daily shopping emails in delight to open an email from the brand. To their surprise, SheraSeven, a dating and relationship guru, was styled in a vibrant red fur coat, complemented by matching shoes and a bag. Shera appeared in the email, front and center, with a compelling “Coming Soon” sign. As many brands launched their own Valentine’s Day collections, Brandon Blackwood NYC announced a collaboration with the charismatic YouTube and TikTok sensation SheraSeven.
Although short-lived, the collaboration featured an “Ask Shera” dating advice video based on her viral YouTube videos and campaign images with Brandon Blackwood products. The campaign ended abruptly, and now fans are wondering what caused the campaign to be canceled.
In the now-deleted campaign, SheraSeven stunned in Brandon Blackwood accessories for Valentine’s Day.
SheraSeven has become known for a blend of practical and controversial relationship advice, which was the key to this campaign’s success. Fans were super excited about the campaign, which featured Shera dressed in head-to-toe Brandon Blackwood. However, there is no sign of the campaign on Blackwood’s social platforms. In addition, some of the campaign and rollout content appears on Shera’s socials.
The brand has a history of releasing creative ad campaigns, and this collaboration lived up to the standard — for some.
Although Blackwood’s brand has a history of tapping into the zeitgeist of culture, the SheraSeven short-lived collab seemingly fell flat for some folks. The “End Systemic Racism Now” handbag worn by Kim Kardashian in 2020 propelled the eponymous brand to the forefront of mainstream fashion. Since then, the brand has grown into an empire, consistently tapping into culturally relevant moments to sell handbags, shoes, outerwear, and more to cultivate a community of loyal customers. However, the TikTok collaboration seemed to be risqué and was set to strike a chord within the brand’s Gen Z audience. That said, many fans of Blackwood and SheraSeven were excited for the collection to launch.
As brands started rolling out Valentine’s Day 2024 gift ideas, Brandon Blackwood’s collaboration with SheraSeven stood out for its originality. The now-deleted edit featured red and pink-inspired accessories, outerwear, and swimwear for the girlies going on baecations. It was refreshing to see how good marketing can be attuned to the pulse of trending culture, serving its primary community of those who enjoy the brand’s affordable offerings.
Was the Brandon Blackwood x SheraSeven cancellation justified?
It’s evident that the collaboration wasn’t just about mere fashion but a celebration of love, style, and the art of connection. However, Brandon Blackwood canceled the SheraSeven collaboration without specifying the reason. In addition, Blackwood and SheraSeven have been silent about the events that led to the cancellation. As expected, the decision to remain mum has not gone unnoticed by fans.
The consensus among social media users is that the canceled campaign and silence stem from unfriendly political views captured by a fan at a Starbucks coffee shop. Per TikTok user Reyah The Last Dragon, social media users shared their opinions about Shera giving Starbucks business in light of the company’s alignment with Israel, amid the Israeli-Palestinian conflict.
After users called Shera out for giving Starbucks her business, she clapped back and doubled down on her decision to shop at Starbucks.
“I don’t worry about distractions in the world that don’t have anything to do with me,” Shera said in the TikTok user’s duet video. “If I have to sit here and worry about genocide, I have to worry about the Native Americans, the gentrification in different parts of my city; I’d have to make a whole list of things to worry about before I have to worry about what’s going on in a whole other country.”
Shera continued: “So if y’all really want to get political and start listing the things that I have to worry about, I can do that. I choose to stay living my best life and focused on the things that I want.”
As mentioned, there has been no confirmation or denial about Shera’s statements being the cause of the dissolution of the collaboration. As a result, speculation continues to fill the void.
What do you think happened with the Brandon Blackwood and SheraSeven campaign?
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