At Berlin Fashion Week, the clubwear brand Namilia, celebrated for its provocative and bold designs, ignited widespread controversy with one particular clothing item from its latest collection. Designers Nan Li and Emilia Pfohl presented their spring/summer 2025 line, titled “Good Girl Gone Bad,” on July 5. The collection featured reworked vintage Ed Hardy gold, transforming streetwear into high-end Y2K couture. Models paraded in mini skirts, trucker hats adorned with fiery artwork, thrashed lace, sheer tops, spiked heels, half-cut white dresses, and veils, embodying the perfect grunge bride aesthetic.
Amid the show, which included brash icons with messages like “Fame Kills” and “Too Pretty for Rehab” on black shopping bags, a particular statement caused a stir: “I [heart] Ozempic.” This message, supporting the semaglutide injection prescribed for type 2 diabetes treatment, appeared on a white tank top worn by a model with dark-lined lips and an embroidered see-through skirt revealing black underwear.
While Namilia has consistently incorporated cultural and political statements into its designs to provoke discussions on gender constructs and sex-positivity, the “I [heart] Ozempic” message faced backlash online. Critics questioned the intention and impact of seemingly endorsing the unofficial weight loss drug, highlighting concerns over its popularity leading to shortages for patients who need it for medical reasons.
The fashion community’s response underscores the delicate balance between bold statements and social responsibility, a line Namilia continues to tread in its mission to challenge norms and spark conversations.
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