Cupshe Fires Employee After Talent Manager Receives Email Saying Brand Would ‘Not Collab with Black People’

Niasia Boykin, a talent manager at The Brownstone Collective, has come forward to condemn the swimsuit brand Cupshe for allegedly issuing a discriminatory statement regarding a marketing collaboration. In a recent post on Threads, Boykin shared a series of emails that highlighted the brand’s decision to exclude Black individuals from their upcoming campaign.

The controversy began when Boykin, who manages influencers for the agency, received an email from a Cupshe representative that stated, “We would not collab with black people this campaign.” Shocked by this overtly racist remark, Boykin took to social media to voice her outrage. She asserted, “This is racial discrimination. It is illegal. And it happens in influencer marketing more than anyone wants to admit, usually more discreetly than this. Saving my receipts.”

In the wake of Boykin’s allegations, Cupshe issued a statement confirming their awareness of the situation and the immediate actions taken in response. According to the company, the employee responsible for the email was only four days into their role and was promptly terminated following the incident. Abrand representative expressed deep regret over the “harm and disappointment” caused by the comments, stressing that they do not reflect the company’s values or practices in engaging with creators and partners.

The spokesperson added that Cupshe is committed to working with a diverse group of creators and expressed dismay at how the incident has misrepresented their brand. “We are conducting a thorough internal review and are dedicated to strengthening our hiring, training, and oversight processes to prevent such incidents in the future, ensuring that all Cupshe team members align with our core values and priorities,” the statement read.

The timeline of the correspondence indicates that Boykin had been in ongoing discussions with the brand, having previously exchanged messages and shared briefs before receiving the contentious email. This context further illustrates the problematic nature of the remarks made by the staff member, painting a picture of a company that, while claiming to support diversity, failed to uphold these values in its communication.

Following the initial backlash, Boykin shared an additional email purportedly sent by Cupshe, in which the brand expressed shock and devastation over the anti-Black sentiment conveyed in the earlier communication. “The message you received is not reflective of Cupshe, our values, or the way we partner with our creators,” the spokesperson wrote. The email, however, remained unsigned, which Boykin noted as a point of criticism in her follow-up post, questioning the authenticity of the apology she received.

Boykin’s experience has sparked an ongoing conversation about racial discrimination within the influencer marketing industry, shedding light on practices that often go unreported. Her posts serve as a stark reminder of the challenges faced by Black creators and the systemic issues that persist within the marketing landscape.

As the story continues to unfold, Boykin has remained vocal about the need for accountability and reform within companies like Cupshe. The influencer marketing sector has come under scrutiny in recent years for its treatment of underrepresented groups, often leading to calls for greater inclusivity and fair representation across all campaigns.

This incident not only highlights the need for brands to take a more proactive stance against discrimination, but also signals to influencers and talent managers that they must remain vigilant and proactive in ensuring that their partners uphold the values of diversity and inclusivity. Boykin’s case exemplifies the importance of speaking out against injustice, as well as the impact that such actions can have on instigating change within the industry.

As discussions around this incident progress, the fashion and marketing sectors will likely face increased pressure to re-evaluate their practices to better reflect societal values and to create a more equitable environment for all creators, regardless of their background.