Alexander Wang, renowned for his luxury fashion, has sparked significant controversy with a recent social media campaign featuring celebrity look-alikes promoting the “Ricco” purse, reminiscent of his earlier “Rocco” model. The campaign, launched on Instagram and TikTok, showcases impersonators of Ariana Grande, Taylor Swift, Beyoncé, and Kylie Jenner unboxing and flaunting the product.

Critics swiftly accused Wang of exploiting the likenesses of these famous women without their consent, raising ethical and legal questions about the use of celebrity personas for commercial gain. The brand’s response to inquiries has been conspicuously absent, amplifying concerns among fans and legal experts alike.

Paige Niemann and Ashley Leechin, impersonators of Grande and Swift respectively, have leveraged their resemblance to these stars to build substantial social media followings. However, their participation in Wang’s campaign has drawn sharp criticism from fans protective of their idols’ images. Similar controversies have emerged in the digital age, where social media and AI enable impersonators to achieve unprecedented visibility, blurring the line between homage and exploitation.

Legal perspectives highlight potential violations of publicity rights, with lawyer Robert Freund noting the contentious nature of using near-identical personas for commercial purposes without explicit authorization. Wang’s decision to like comments acknowledging the resemblance between his models and the celebrities further complicates the situation, potentially adding ammunition in any future legal disputes.

Notably, both Grande and Swift have previously confronted unauthorized use of their likenesses in commercial contexts. Grande pursued legal action against Forever 21 in 2019 over a campaign featuring a model resembling her, underscoring the sensitivity and legal precedent surrounding such issues.

The controversy underscores broader debates about digital ethics and the limits of artistic expression in marketing. As social media continues to amplify celebrity culture and its imitations, stakeholders advocate for clearer guidelines and ethical practices to protect individuals’ rights and dignity in the digital sphere.

In conclusion, Alexander Wang’s latest ad campaign illustrates the evolving complexities of celebrity culture, digital media, and consumer protection, prompting renewed scrutiny and calls for responsible marketing practices in the fashion industry.