Style blogger VicStyles and friends were among the thousands that attended this year’s Coachella festival. Over the weekend, her Instagram feed was filled with images of #blackgirlmagic in the Palm Springs desert under her creatively coined #froachella tag.
Popular online clothing retailer AmiClubwear took note and reposted this image to their Instagram account…but not before applying a filter that lightened the features of the women pictured so much you could barely see any definition in their face.
VicStyles responded to the AmiClubWear post by requesting they repost the original image or take it down and cited the #froachella tag was created because there aren’t enough black girls represented in all of their glory at Coachella.
View this post on Instagram
Dear @amiclubwear, our picture was perfectly fine with us having brown skin (original photo on top) There was no need for you to brighten our skin SO much that we no longer look like black girls. I am completely offended by this. No other photo on your page is this edited. No other photo on your page has this much melanin in it either. (I posted a screenshot earlier as an example of both the editing & lack of brown skin). We created the hashtag #froachella because there aren’t enough black girls represented at Coachella. Please repost this photo in its original form — with all of our black girl magic & melanin poppin. Or please remove it. I’m asking all of my followers to please kindly let them know we love the color we are and our skin does not need to be lightened to fit your brand image. Frankly, the edit is awful.
Amiclubwear defended their edit in their comments by claiming they applied the filter to make it look more like “Coachella”
A brief snapshot of the AmiClubWear Instagram feed shows numerous Coachella photos which they reposted. None of which were filtered to the degree of the one photo they used with VicStyles and friends, the only black women posted during this time.
One has to wonder exactly what AmiClubWear meant when they said the only Coachella image of black women on their feed was filtered to look more “Coachella”? In all actuality, the poor filtering makes the photo look even more out of place in their feed.
Many women have taken to the AmiClubWear instagram page to express their disdain with the brand’s choice to over-filter the image:
Quickly unfollowed you guys for this BS & definitely won’t be supporting this business. Did they really need a filter? I guess you guys are majorly offended by their melanin? Why don’t you just delete this picture all together?
This is so wrong and sad that you can’t see that @amiclubwear you clearly have offended a lot of people by your un needed “vintage” filter. It was not necessary at all and if you really love black girls like you say then you would have appreciated the beauty in the original. I suggest you remove this and post the original ! Looks extremely bad on your brand
@amiclubwear if you truly meant no harm you would post the original picture as it was beautiful before the filter you added! Obviously many people find offense to the editing and has expressed that to you. Stop the excuses and be responsible for your actions because as of now, it only reflects poorly on your business!
No other pictures on your page are edited this much. Why is this one? Also, vintage filters lift the shadows, not the highlights. Try again.
This is the only photo in your grid that has such poor editing. Why is that? The light is far too bright. All of the other photos look pretty natural,not this one. We don’t see a need to make this photo look “more Coachella” their outfits are Coachella enough.
If you loved black girls and #froachella so much you would appreciate that the women featured took offense to this post and take the necessary steps to rectify the situation. Whether the filter was put out of malice or not is no longer the point.
Agreeing with the last comment here, regardless if the filter was applied with malcontent, if the owners of the photo are offended by it, they should work to correct the issue at hand.
As of Wednesday, April 20 at 7:45AM PST, the post has not been removed from their feed.
What do you think? Let us know in the comments.