Social media backlash over Ioanna Touni's clothing brand pricing

On November 11, 2026, influencer Ioanna Touni became the subject of intense online discussion following the release of new items from her fashion brand, Bubblegun. The controversy centers on a white synthetic fur coat priced at 249 euros in her online store. Social media users on TikTok and other platforms expressed surprise and disapproval regarding the pricing strategy for the new collection.

The public backlash intensified after users identified a very similar coat available on the e-commerce platform Shein for approximately 78 euros. This significant price discrepancy led to widespread criticism in the comment sections of the brand's promotional posts. While the brand has not issued a formal statement regarding the comparison, the incident highlights ongoing scrutiny by consumers regarding product value and market competition in the influencer-led retail sector.