Singaporean fashion brand Charles & Keith has announced Zoe Gabriel, a Filipina teenager who received online hate over her excitement for a Charles & Keith bag, as its brand community ambassador. The 17-year-old shared a photo of herself on Instagram as part of the brand’s International Women’s Day campaign, featuring a purple iteration of the Alia bag. In January, Zoe’s response to haters on TikTok who mocked her for calling Charles & Keith a luxury brand went viral. The issue sparked debate among netizens, with some arguing that luxury is subjective. Following her viral fame, Zoe was invited to the brand’s headquarters in Singapore and received two personalized versions of the Gabine bag.
Zoe’s appointment as brand community ambassador highlights the power of social media and the importance of positive representation. Despite facing online hate, Zoe’s love for Charles & Keith’s products did not falter. Her response to the criticism showed class and poise, which earned her the respect and admiration of the brand.
Charles & Keith’s decision to make Zoe its brand community ambassador sends a strong message that the brand values diversity and inclusivity. Zoe’s Filipina heritage adds to the brand’s diverse representation, and her appointment demonstrates the importance of empowering young women from all walks of life.
Zoe’s story also shows the impact of social media in shaping brand perception. While her initial TikTok video received backlash, it ultimately led to a positive outcome. Brands can learn from this by engaging with their audience and addressing their concerns. By listening to their customers, brands can better understand their needs and create a more meaningful connection with them.
Zoe’s appointment as brand community ambassador for Charles & Keith is a positive step towards diversity and inclusivity. Her story highlights the power of social media and the importance of positive representation. Brands can learn from this and strive to create a more inclusive and engaging brand identity.