Recent allegations of multiple instances of sexual harassment against movie mogul Harvey Weinstein have stirred up a firestorm of controversy.
Numerous celebrities, including Angelina Jolie, Gwyneth Paltrow, Rose McGowan and Cara Delevingne have come forward sharing their own accounts of the allegedly abusive behavior by the now-former movie studio producer. And as more and more allegations come to light, the crisis begins to threaten more than just Weinstein himself.
The disgraced producer’s wife and co-founder of fashion label Marchesa, Georgina Chapman has also come under fire as questions arise whether she knew about the alleged incidents but looked the other way.
After announcing her decision to leave her husband of ten years on Tuesday, Chapman is reportedly looking for professional crisis PR counsel. This news comes as no surprise as the Marchesa label is now facing a PR crisis of its own.
On Wednesday, Marchesa indefinitely postponed its scheduled Spring Summer Press Preview without providing any sort explanation. Jewelry company Helzberg Diamonds also announced on Wednesday that it would no longer carry the Marchesa name.
So, what should be the next steps for Chapman’s fashion label as it tries to remain afloat amid the controversy? Here are a few quick recommendations from Red Banyan:
- Don’t be silent. Take an active role and express your point of view.
More often than not, at a time of public relations crises, it is important for the brand to tell its part of the story and make sure its point of view is clearly communicated to all stakeholders. This is why now isn’t the time for Marchesa to hide from the spotlight. The company needs to issue an official statement and clarify its stance of the issue.
- Zero in on your core messaging about the situation.
To express its point of view effectively, the brand’s crisis managers will need to create appropriate messaging that will resonate with Marchesa’s clients and highlight the brand’s true values.
- Take real action to support your statements.
Actions speak louder than words. In response to the Weinstein’s scandal, Hillary Clinton recently announced that she would donate the money she received from the producer to charity. In addition to clearly communicating its point of view, the Marchesa brand will need to take some real action in order to prove that it is serious about this issue.
What do you think? How will Weinstein’s scandal affect the Marchesa label? What actions should it take in order to mitigate this PR crisis? Let us know in the comments section!