Lizzo’s carefully built body-positive brand is facing fresh scrutiny following a lawsuit filed by former backup dancers who have accused the singer of sexual harassment and creating a hostile work environment.
Arianna Davis, Crystal Williams and Noelle Rodriguez allege that Lizzo pressured them into taking part in sexualized acts involving a banana and privately criticized the weight of her dancers. The claims have not been proven in court.
The legal action comes after Lizzo, 35, became one of pop’s most recognizable stars. Following the success of hits including Juice and Good As Hell in 2019, she reportedly built a fortune of around $40 million through music royalties, touring, commercial partnerships and brand endorsements.
Public relations specialist Nick Ede told MailOnline that brands may now take a cautious approach, with disappointed partners likely to examine whether the allegations conflict with their own values and public image.
Lizzo’s commercial appeal has long been closely linked to body confidence and feminism, with partnerships spanning cosmetics, vodka advertising and shapewear.
That carefully shaped public persona is now under pressure as the allegations from former dancers place Lizzo’s career, collaborations and reputation in the spotlight.
Assessing the potential impact, Ede said the controversy could affect both Lizzo’s brand partnerships and the value attached to her body-positive celebrity image.
“Lizzo is a celebrity who has always appealed to so many people because of her inclusive nature and unapologetic approach to authenticity,” he said. “She has built a brand with millions of fans.”
“This lawsuit will come as a disappointment to many. We have already seen some people unfollowing her on social media, while Beyoncé removed her from one of her remixes. Lizzo has issued a measured and considered statement addressing the situation.”
“Ultimately, I think her brand is strong, and her honesty is refreshing, which may help her weather the storm. However, major brands and collaborators will probably proceed carefully until the matter is resolved. They will want to protect their own reputations and avoid aligning with someone whose alleged conduct does not reflect their values.”
So which brands and collaborations has Lizzo worked with?
Under pressure: Lizzo’s body-confidence brand faces scrutiny after former backup dancers accused her of sexual harassment; she is pictured promoting her Yitty shapewear line.
Speaking out: Lizzo’s legal battle has sent shockwaves through the entertainment industry.
Brand partnership: Lizzo appeared in a Self Esteem campaign for Dove.
2019: Urban Decay makeup
Lizzo joined Joey King, Ezra Miller, Karol G, and CL in the Pretty Different campaign for make-up brand Urban Decay.
In announcing the campaign, a spokesperson for the Urban Decay Pretty Different is our anthem for fellow makeup junkies who don’t subscribe to beauty standards.
Wende Zomnir, Urban Decay’s founding partner, said in a press release: ‘It’s our tribute to individuality because everyone is pretty different. It’s our approach to reinventing what it means to be a beauty brand.’
Stunner: Lizzo joined Joey King, Ezra Miller, Karol G, and CL in the Pretty Different campaign for make-up brand Urban Decay
2019: Absolut Vodka
In 2019, Absolut Vodka collaborated with Lizzo to Absolut Juice™, in a nod to her hit single Juice.
Brand Director, Regan Clarke said at the time: ‘Absolut Juice is the ripest, juiciest new spirit of the summer – and, in partnership with Lizzo, we’re using the song of the summer to prove just how much the ‘juice’ is worth the squeeze…
‘As Planet Earth’s Favorite Vodka, Absolut values our sustainable production practices, the planet and it’s people – now, with Lizzo, we’re bringing the party to the people with seriously juicy surprises.’
Lizzo added: “When I heard Absolut was launching a new product called, ‘Absolut Juice’ it was like they made it just for me! It’s an honor to celebrate the success of my first single with Absolut’s new product launch and the synergy is almost too perfect…
‘I can’t wait to sip this with my big grrrls all summer and on tour this Fall. We’re taking this on the road ya’ll cuz this Juice is worth the squeeze. Can I get some ice, please?!”
Living it up: In 2019, Absolut Vodka collaborated with Lizzo to Absolut Juice™, in a nod to her hit single Juice
Cheers! Brand Director, Regan Clarke said at the time: ‘ Absolut Juice is the ripest, juiciest new spirit of the summer – and, in partnership with Lizzo, we’re using the song of the summer to prove just how much the ‘juice’ is worth the squeeze’
2021: Dove’s ‘The Selfie Talk’ Campaign
In announcing a partnership with Dove, Lizzo set tongues wagging when she shared a pared-back image showing her sitting completely nude.
Speaking about the collaboration, she said: ‘I love how this generation is so creative in the ways in which they express themselves. It’s really inspiring to see how people are taking their identity and their beauty into their own hands…
‘However, people are struggling with their self-image and self-confidence more than ever. This is amplified by the increasing pressure to show a digitally distorted version of ourselves, reinforcing the idea that our beauty in real life is not good enough or worthy of likes…
‘That’s why the Dove Self-Esteem Project and I want you to have ‘The Selfie Talk’ with a young person in your life. It’s happening to young people everywhere, so let’s talk about it.’
Here she is: In announcing a partnership with Dove, Lizzo set tongues wagging when she shared a pared-back image showing her sitting completely nude
2022: Yitty shapewear
Following in the footsteps of Kim Kardashian’s shapewear SKIMS, Lizzo collaborated with Fabletics to launch Yitty – shapewear ranging from XXS to 6X.
Speaking about the collection, she said: ‘I was tired of seeing this sad, restrictive shapewear that literally no-one wanted to wear. I decided to take on the challenge of allowing women to feel unapologetically good about themselves again.’
She went on: ”From the start, the vision for YITTY was to make sure nobody felt ashamed, that nobody felt left out and that everyone could be a part of the brand…
‘We want to make people feel sexy, confident and beautiful in their own bodies. ‘ We literally saw YITTY bring tears to people’s eyes’.
Praise: Following in the footsteps of Kim Kardashian’s shapewear SKIMS, Lizzo collaborated with Fabletics to launch Yitty – shapewear ranging from XXS to 6X
Itty Yitty: Speaking about the collection, she said: ‘I was tired of seeing this sad, restrictive shapewear that literally no-one wanted to wear. I decided to take on the challenge of allowing women to feel unapologetically good about themselves again’
2022: Google Pixel
Ahead of the Super Bowl, Google revealed Lizzo would be in an advert for the brand’s Real Tone advert – to highlight the Google Pixel camera.
While performing her track If You Love Me, the advert showed off the camera quality and the ability to highlight tone and skin colour.
Google CMO Lorraine Twohil said: ‘We partnered with award-winning artist Lizzo, who truly embodies the spirit of our campaign by always being her authentic self, unapologetically’.
Ring ring: Ahead of the Super Bowl, Google revealed Lizzo would be in an advert for the brand’s Real Tone advert – to highlight the Google Pixel camera
