The fashion industry, a global powerhouse of creativity and commerce, has increasingly found itself under intense scrutiny regarding its ethical, social, and environmental practices. From labor exploitation and environmental degradation to cultural insensitivity and misleading marketing, brands are being held accountable by consumers, activists, and regulatory bodies alike. This RB report identifies and analyzes the Top 10 Most Controversial Fashion Brands between 2020 and 2025, examining the nature and impact of their controversies.
Our Ranking Criteria
Based on comprehensive analysis of fashion industry controversies from 2020 to 2025, the most controversial fashion brands have been identified using a methodology that evaluates Scandal Severity, Legal/Regulatory Impact, Consumer Backlash, and Brand Reputation Damage.
Ranking of Most Controversial Fashion Brands (2020-2025)
| Rank | Brand | Scandal Severity (SS) | Legal/Regulatory Impact (LRI) | Consumer Backlash (CB) | Brand Reputation Damage (BRD) | Total Score |
| 1 | Balenciaga | 10 | 4 | 10 | 9 | 8.25 |
| 2 | Shein | 8 | 9 | 7 | 7 | 7.75 |
| 3 | Adidas | 7 | 6 | 9 | 8 | 7.5 |
| 4 | Dior | 9 | 8 | 6 | 6 | 7.25 |
| 5 | H&M | 7 | 7 | 7 | 6 | 6.75 |
| 6 | Armani | 9 | 8 | 5 | 5 | 6.75 |
| 7 | Zara | 7 | 5 | 8 | 6 | 6.5 |
| 8 | Uniqlo | 8 | 6 | 6 | 6 | 6.5 |
| 9 | Victoria’s Secret | 5 | 4 | 8 | 8 | 6.25 |
| 10 | Nike | 6 | 6 | 7 | 5 | 6 |
Top 10 Most Controversial Fashion Brands
1. Balenciaga
Balenciaga faced significant backlash in late 2022 due to two controversial advertising campaigns. The first campaign, for its Spring/Summer 2023 collection, featured children holding teddy bears dressed in bondage gear. This was quickly followed by a second campaign promoting a collaboration with Adidas, which included a copy of a Supreme Court ruling on child pornography, specifically the Ashcroft v. Free Speech Coalition case.
These campaigns led to widespread accusations of child exploitation and insensitivity, triggering immense consumer outrage and calls for boycotts. The brand initially filed a $25 million lawsuit against the production company, North Six, and set designer Nicholas Des Jardins, but later dropped the lawsuit and issued multiple apologies . The incident severely damaged Balenciaga’s brand reputation, leading to a significant drop in consumer sentiment and extensive negative press coverage globally.
2. Shein
Shein has been a consistent subject of controversy, primarily concerning its labor practices, environmental impact, and intellectual property infringements. Numerous reports and investigations have highlighted allegations of exploitative labor conditions, including excessively long working hours and low wages for its factory workers. The brand’s rapid production model, often termed ‘ultra-fast fashion,’ contributes significantly to textile waste and carbon emissions, drawing heavy criticism for its environmental footprint.
Furthermore, Shein has faced multiple copyright infringement lawsuits, with independent designers accusing the company of directly copying their designs. In 2025, the Italian Authority fined Shein $1.15 million for greenwashing, misleading consumers about its environmental claims. The Texas Attorney General also launched an investigation into Shein’s supply chain and manufacturing practices over allegations of forced labor and the use of unsafe materials. These issues have led to significant consumer backlash and ongoing legal and regulatory scrutiny, impacting its brand reputation despite its immense popularity.
3. Adidas
Adidas faced a major crisis following its decision to terminate its partnership with Kanye West (Ye) in October 2022 due to his antisemitic remarks. This fallout led to a significant financial impact for the sportswear giant, as it was left with a substantial inventory of unsold Yeezy products. In 2023, Adidas reported a $540 million loss, partly attributed to the unsold Yeezy stock.
While the company eventually sold off some of the remaining Yeezy inventory in 2024, generating approximately €50 million in the fourth quarter, the initial termination and subsequent inventory crisis significantly affected its sales and brand image. The controversy highlighted the risks associated with celebrity endorsements and the challenges of managing brand partnerships in the face of public misconduct.
4. Dior
Dior, faced backlash after it was allegedly revealed to be making bags for $57 while selling them for thousands. The luxury brands also came under investigation in Italy in 2024 for alleged labor exploitation within its supply chain. An Italian court found that contractors for LVMH’s Christian Dior brand engaged in human rights violations, suggesting systemic abuses. The investigation by Italy’s competition watchdog focused on unfair commercial practices and alleged exploitation of workers at Chinese-owned Italian suppliers.
Dior has since committed €2 million to identify and support exploited workers, aiming to provide tailored protection and training. This controversy has raised questions about the ethical sourcing and production practices even within the high-end luxury segment of the fashion industry.
5. Armani
Similar to Dior, Armani was also placed under investigation by Italian authorities in 2024 for alleged labor exploitation. The investigation by Italy’s competition authority targeted both Armani and Dior for misleading consumers about their production processes and for alleged exploitation of workers at their Chinese owned Italian suppliers.
The probes highlight a broader issue within the Italian fashion manufacturing sector, where luxury brands may be indirectly benefiting from illicit labor practices. The legal and regulatory scrutiny has put pressure on Armani to enhance transparency and oversight within its supply chain to ensure ethical labor standards.
6. H&M
H&M has faced multiple controversies, particularly concerning greenwashing allegations and labor issues in its supply chain. In recent years, the brand has been accused of misleading consumers with its ‘Conscious’ collection, which was marketed as sustainable but allegedly contained a high percentage of synthetic materials. This led to legal challenges and consumer complaints regarding the transparency and accuracy of its environmental claims.
Additionally, H&M has been linked to labor exploitation in Myanmar, with reports of workers facing wage theft, unsafe conditions, and suppression of union activities, especially following the 2021 military coup. These issues have contributed to negative consumer sentiment and ongoing scrutiny from human rights organizations and environmental watchdogs.
7. Zara
Zara encountered significant public outcry in 2023 over its “The Jacket” campaign, which featured mannequins with missing limbs and models posing with rubble and statues wrapped in white shrouds. Many consumers interpreted the imagery as insensitive and disrespectful, drawing parallels to the ongoing conflict in Gaza and the suffering of its victims.
The campaign was widely criticized on social media, leading to calls for boycotts and accusations of exploiting human tragedy for commercial gain. Zara eventually withdrew the campaign and issued an apology, stating that the concept was conceived in July and intended to represent unfinished sculptures in a sculptor’s studio. However, the incident severely damaged the brand’s reputation and highlighted the importance of cultural sensitivity in advertising.
8. Uniqlo
Uniqlo has faced persistent allegations of using forced labor in its supply chain, particularly concerning the sourcing of cotton from the Xinjiang region of China. Human rights organizations and investigative reports have highlighted the widespread use of forced labor involving the Uyghur minority in Xinjiang, and Uniqlo, along with other major apparel brands, has been implicated in these practices.
Despite the company’s denials and statements asserting that it does not use Xinjiang cotton, scrutiny has continued. In 2025, the company’s boss reiterated that Uniqlo does not use Xinjiang cotton, but the allegations have led to legal challenges and consumer concerns about ethical sourcing and transparency in its supply chain.
9. Victoria’s Secret
Victoria’s Secret has undergone a significant brand transformation in recent years, largely in response to mounting controversies and declining relevance. The brand faced widespread criticism for its lack of inclusivity, promoting an unattainable and narrow beauty standard through its “Angels” and annual fashion shows. Allegations of a toxic corporate culture, including harassment and misogyny, further tarnished its image.
The brand’s attempts at a “woke” rebrand, replacing its Angels with a diverse group of ambassadors, were met with mixed reactions, with some critics deeming it performative and too late. The cancellation of its iconic fashion show in 2019 and its subsequent return in 2023 also sparked debate about the authenticity of its transformation. These controversies have led to a significant decline in consumer trust and market share, forcing the brand to fundamentally re-evaluate its identity and marketing strategies.
10. Nike
Nike has faced various controversies, including legal battles and ongoing scrutiny over labor practices. One notable incident was the MSCHF “Satan Shoes” lawsuit in 2021, where Nike sued the art collective MSCHF for trademark infringement over their customized Nike Air Max 97s, which contained a drop of human blood and satanic imagery. While Nike won an injunction, the incident generated significant public debate and negative publicity.
Additionally, Nike has consistently faced criticism regarding its labor practices in its supply chain, with allegations of exploitative working conditions and low wages in manufacturing facilities in various countries. Although Nike has made efforts to improve transparency and labor standards, these issues continue to be a source of controversy and impact its brand image.
