A clubwear brand – known for its raunchy, outspoken designs – prompted widespread controversy over one clothing item it debuted during Berlin Fashion Week . Namilia , helmed by designers Nan Li and Emilia Pfohl, stormed the runway on July 5 with its spring/summer 2025 collection, entitled “Good Girl Gone Bad.” Models marched down the catwalk in reworked vintage Ed Hardy gold, spinning streetwear for nights out and mornings after into high-end Y2K couture .
Mini skirts and trucker hats, tattooed with the famed fiery artwork of the popular 2000s brand, were paired with thrashed lace and sheer tops, while spiked heels, half-cut white dresses, and shortened veils made for the perfect grunge bride. But among the show of brattish icons carrying messages like “Fame Kills” and “Too Pretty for Rehab” on black shopping bags was a statement that didn’t sit right with some fashion enthusiasts: “I [heart] Ozempic .” The message in support of the semaglutide injection, which is doctor prescribed as a medication for the treatment of type 2 diabetes, was printed on a white tank top and worn by a model with dark-lined lips and an embroidered see-through skirt that revealed their black underwear.
Though Namilia has always made a point to stitch strong cultural and political statements into its clothing as part of its mission to push conversations around gender constructs and sex-positivity, the “I [heart] Ozempic” wasn’t well-received online. Viewers questioned the .