DTCNews

Alice + Olivia Is Being Sued for Allegedly Ignoring Opt Out Requests for 49 Days

Luxury fashion brand Alice + Olivia is facing fresh legal scrutiny after a new Telephone Consumer Protection Act (TCPA) class action lawsuit claimed the company continued sending marketing texts for almost two months after a customer allegedly asked for “No more messages.”

Published: Feb 24, 2026 8:00 AM

By Jeanel Alvarado

DTCNews

Add RETAILBOSS as Preferred Source

DTCNews

Alice + Olivia Is Being Sued for Allegedly Ignoring Opt Out Requests for 49 Days

Credit: Alice + Olivia

Luxury fashion brand Alice + Olivia is facing fresh legal scrutiny after a new Telephone Consumer Protection Act (TCPA) class action lawsuit claimed the company continued sending marketing texts for almost two months after a customer allegedly asked for “No more messages.” Filed on January 20, 2026, in the Southern District of Florida, the complaint in Chernova v. Alice + Olivia, LLC, No. 1:26-cv-20356-CMA accuses the label of ignoring clear opt out requests and failing to maintain the internal “do not call” systems that federal law requires.

How The Dispute Began According to the complaint, plaintiff Natali Chernova began receiving promotional texts from Alice + Olivia’s short code 54098 in April 2025. On April 22, 2025, she allegedly replied “No more messages” in an attempt to opt out.

The system responded with a standard “Thanks for texting us!” autoreply, but, as alleged, the marketing flow did not actually stop.

Instead, just two days later, on April 24, Alice + Olivia allegedly pushed an early access message: “you’re officially on the list early access to the vacation drop starts now!” On April 25, the plaintiff says she received another text: “24 hours left, your early access to the vacation drop ends tonight!” and responded with a second “No more messages” that same day.

The complaint describes what followed as a “persistent and incessant barrage” of texts across May and June 2025, from “the thong drop” promotions to “Happy Pride” sale messaging…

Members-only article

Unlock the rest of this story

Join free to keep reading RetailBoss dtc coverage, industry analysis, and market intelligence.

Company

Account name Used publicly if you comment. We encourage your real first name.

Password

Send me RetailBoss newsletter emails through Substack. I can unsubscribe anytime. Confirm that I want to create a free RetailBoss account.

Free access. No credit card required. Your account is created after you verify your email.

RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Our reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy.

Since: 2011
Audience: 50 Million+
Coverage: Global Markets

Our editorial stance

We prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.