July 18th 2024.
It's no secret that followers can be a tough crowd to please. And for the SheerLuxe team, this was no exception. Thanks to the social media takeover by the SheerLuxe girlies on TikTok, we've all been obsessing over Ganni t-shirts, Sambas, and wide-leg jeans. These impossibly beautiful staff members have gained quite a following, with their TikTok pages @sheerluxe and @sheergen boasting a combined total of over 800,000 followers.
So, when the team introduced their newest member, the internet was buzzing with curiosity. But this employee was not like the others. Reem, the fashion and lifestyle editor, was actually created by AI and was recently introduced on the brand's Instagram page. We got a glimpse of Reem in some stylish outfits from Zara, Reiss, and Mint Velvet, as well as a snap of the salad she had for lunch.
However, the reveal was met with outrage from fans. While SheerLuxe did not specify Reem's ethnicity, they did mention that the AI company responsible for her creation is based in the Middle East, and her likeness reflects that. One Instagram user asked, "Am I tripping or did you create an AI woman of color as a staff member instead of...hiring one?" Others expressed their disappointment, stating that instead of hiring a woman of color or a plus-size woman, the brand chose to create a virtual one.
This is not the first time SheerLuxe has faced criticism for a lack of diversity. Last year, when they hired celebrity stylist Nana Acheampong, followers accused them of tokenism. One commenter even compared it to their school's brochure, where they tried to showcase diversity but fell short.
Some have also pointed out that Reem sets an impossible beauty standard, given that she is not a real person. One follower wrote, "Girls, we are out here trying to fight these impossible beauty standards for women. We are also out here trying to put talented and amazing POC in their rightful spotlight - and you do this?! Nah."
In response to the backlash, SheerLuxe released a statement defending their decision to add Reem to the team. However, they also acknowledged that perhaps they didn't explain her role properly, leading to confusion among fans. They clarified that Reem was created purely as an experiment with AI, not to replace any human role. They also reassured followers that no jobs were compromised in the process and that they would never publish any content without human involvement.
Despite the critiques, SheerLuxe's CEO and founder, Georgie Coleridge Cole, remains optimistic about Reem's addition to the team. She shared LinkedIn posts praising Reem's creation on her Instagram stories and expressed her excitement about what Reem will bring to the team. Georgie also mentioned that Reem has her own Instagram page and is looking forward to joining the team.
So, despite the initial backlash, it seems like SheerLuxe is moving forward with their plan. Reem is here to stay, and she's ready to share her recommendations and unique persona with the world. As the CEO puts it, "We'll keep innovating, but we are listening, and in the future, we'll explain such newness better to our readers." Do you have a story to share about diversity and inclusion? Get in touch by emailing us.
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