Versace is facing backlash following its decision to feature transgender-identifying influencer Dylan Mulvaney in a promotional campaign for the luxury fashion brand’s women’s line.

The response has been swift, with media personalities and social media users calling out the brand for what they described as the latest misstep in corporate marketing.

The controversy began after Mulvaney posted a TikTok video showcasing a black Versace dress while dancing to Madonna’s “Material Girl.”

The video includes a clip of Mulvaney wearing the dress, posing with the Versace logo, and promoting the brand’s women’s collection.

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SiriusXM host Megyn Kelly responded to the campaign by posting the clip on X, writing, “@Versace you are our new Bud Lite.”

.@Versace you are our new Bud Lite. https://t.co/mFITOywqZ9

— Megyn Kelly (@megynkelly) May 10, 2025

Kelly later followed up with a comparison showing former First Lady Melania Trump wearing the same dress, adding, “Also, that is what this dress looks like on an actual woman. Too bad Versace decided to partner with a fake one.”

Also that is what this dress looks like on an actual woman.Too bad Versace decided to partner with a fake one.

— Megyn Kelly (@megynkelly) May 11, 2025

Online criticism extended beyond Kelly’s comments.

One user posted, “All I see is a man taking a job from a woman. Let me be the first to congratulate @Versace on solidifying their deep drop in sales….”

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Another wrote, “Hi there @Versace. When you use MEN to show women’s clothing; It is a mockery of the female anatomy. It is a mockery of our intelligence. It is a mockery of women. Do better! We are out. Best regards. REAL women.”

Mulvaney’s partnership with Versace comes after his widely criticized collaboration with Bud Light in 2023, which resulted in significant consumer backlash and a sharp decline in sales for the Anheuser-Busch brand.

The campaign was considered a major factor in Bud Light’s extended slump throughout the year.

Former Anheuser-Busch executive Anson Frericks, who worked with the company for more than a decade, discussed the Bud Light-Mulvaney controversy in an interview with Fox News Digital.

“The problem with the Bud Light-Dylan Mulvaney partnership was they just were not an authentic partnership at all,” Frericks said. “They were catering to a lot of those special interests.”

Frericks said he joined Anheuser-Busch in 2011 and began noticing a shift in the company’s direction after 2020.

He pointed to the rise of corporate diversity, equity, and inclusion (DEI) initiatives as a factor in what he viewed as poor business decisions.

“I joined a company that I thought was a great meritocracy, and then I saw the company really change, especially after 2020, 2021, when the DEI movement was really gaining steam,” he said.

Critics have compared Versace’s decision to other brands that have faced similar outcomes following DEI-focused marketing decisions.

Sports Illustrated made headlines when it placed a transgender-identifying male model on the cover of its swimsuit issue.

In 2024, much of the editorial staff was laid off amid financial difficulties.

Victoria’s Secret also pivoted away from its traditional model image in favor of DEI initiatives.

The move led to significant layoffs, including at the management level, as reported by RedState.

Despite these outcomes, Versace has now joined the list of high-profile brands opting to feature Mulvaney in promotional efforts.

Critics say the brand’s move highlights a broader trend among corporations that continue to prioritize politically charged marketing strategies over consumer demand.

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