Gen Z-favorite retailer Revolve is under legal fire as a $50-million class-action lawsuit alleges the brand’s influencer marketing strategy misled at least a million shoppers by disguising paid endorsements as authentic recommendations.

Influencer Marketing Under the Microscope

The lawsuit, filed in California Central District Court, accuses Revolve of violating federal trade law by running an advertising “scheme” in which influencers promoted products without clearly disclosing their paid relationships. “For many years, Revolve used its position, payments and free merchandise to entice influencers to endorse and promote its products while failing to disclose any material relationship with the brand,” the complaint states.

Lead plaintiff Ligia Negreanu claims she paid 10% to 40% more for Revolve items, believing influencer posts were genuine. “Had she known the influencers’ posts were sponsored, she would not have purchased Revolve’s products at the prices she paid,” the lawsuit alleges. Revolve’s affiliate companies and three influencers are…