What was the PR advice given to designer Stella McCartney, creator of Team Great Britain’s podium outfits, as the opening of the Olympics got underway? As the Olympians went down the fashion runway, everyone watching had a point of view about each country’s sartorial expression. The Brits wore white and gold uniforms provided by clothing retailer Next, and not everyone was a fan.
The New York Times pronounced the uniforms “over the top.” Other commenters described the outfits as “somewhere between celestial beings and extras in a Jay-Z and Kanye West video.” Despite the unqualified success of the outstanding opening ceremony, some of the fashion press could’t resist a swipe. Presumably Stella McCartney didn’t want her clothing to be confused with those from Next; she designed the uniforms for the podium, not the opening. What to do?
Team McCartney dove into the world of social media and Tweeted, as the Brits’ uniform was unveiled, that Stella “designed the Team Great Britain performance kit, podium suit & village wear, not the Olympic ceremony suits.” Got that? Nothing to do with us, effectively read the message on Twitter. Her Tweet got more attention than it ever intended.
The PR Verdict: ”D” (PR Problematic) for Stella McCartney and her PR. Why not err on the side of generosity by congratulating Next and setting the record straight at the same time? Clarifying an issue with the word “not” is always open to misinterpretation.
The PR Takeaway: Be nice! Gushy good manners can make the same point as clarifications that may come off as harsh. From a PR point of view, it’s understandable that Stella McCartney wants to set the record straight about what was and wasn’t hers. Congratulating Next, instead of sending them out in the cold, would have been nicer and could have made the same point. How about this PR Appropriate Tweet: “A big fat congratulations to Next. My turn follows with our podium suits when we win our medals. Happy Games!” Exactly the same point, but nothing defensive, and it includes praise for your Olympic partner. Sometimes good PR really is just about good manners.
To read more bitchy commentary about the Olympic uniforms, click here.
What’s your opinion of Stella McCartney’s clarification? Give us your PR Verdict!