The Unspoken Rules of Influencer Etiquette: When Free Gifts Become a PR Minefield
Let’s talk about the unspoken rules of the influencer world—because what just went down between Dina Manzo’s daughter, Alexia Iannou, and Bethenny Frankel is a masterclass in what not to do when you’re gifted something. Personally, I think this drama is about so much more than a pair of shoes. It’s about respect, reciprocity, and the blurred lines between personal admiration and professional obligations.
The Gift That Became a Grenade
Alexia Iannou, founder of the shoe brand Nou, sent Bethenny Frankel a pair of her designs nearly a year ago. From her perspective, it was a gesture of admiration—one entrepreneur to another. But here’s where things get messy: Frankel wore the shoes multiple times, never tagged Nou, and then—in a move that screams tone-deaf—linked a dupe with an affiliate code in a viral post.
What makes this particularly fascinating is the psychological undertone. Frankel, a seasoned entrepreneur and reality star, should know better. By promoting a knockoff instead of the original, she’s not just missing an opportunity to support a fellow woman-founded brand—she’s actively undermining it. In my opinion, this isn’t just a PR misstep; it’s a failure of empathy.
The Power Dynamics at Play
One thing that immediately stands out is the power imbalance here. Frankel, with her massive following and Shark Tank clout, could have single-handedly boosted Nou’s visibility by simply tagging the brand. Instead, she chose to monetize her audience’s interest in the shoes by directing them to a competitor. What this really suggests is that even in the age of #SupportSmallBusiness, self-interest often trumps solidarity.
What many people don’t realize is how common this scenario is in the influencer space. Brands send out free products hoping for exposure, but there’s no guarantee—and no real accountability when influencers ghost them. If you take a step back and think about it, this is a systemic issue. Influencers aren’t obligated to credit brands, but when they actively profit from a product without acknowledgment, it crosses a moral line.
The Backlash and the Comeback
Alexia’s Instagram Reel calling Frankel a “weirdo” wasn’t just a venting session—it was a strategic move. By leveraging the drama, she turned a negative into a marketing win, launching the shoes as a limited pre-order. This raises a deeper question: Is public shaming the new PR playbook for small brands?
From my perspective, Alexia’s approach was both bold and necessary. She didn’t just call out Frankel’s behavior; she used the moment to educate her audience about the value of supporting original creators. A detail that I find especially interesting is how quickly the narrative shifted. Frankel eventually tagged Nou in a follow-up post, but the damage was already done. Her caption—“Apparently I can’t get content out fast enough these days”—felt less like an apology and more like a deflection.
The Broader Implications
This drama isn’t just about shoes or social media etiquette. It’s a microcosm of larger cultural trends. In an era where authenticity is currency, Frankel’s actions feel out of touch. Consumers are increasingly savvy about affiliate links and sponsored content, and they’re quick to call out inauthenticity.
What this saga really highlights is the need for clearer boundaries in the influencer-brand relationship. Should there be an unwritten rule that gifted products must be credited? Or is it on the brand to follow up and ensure they’re acknowledged? Personally, I think it’s a mix of both—but the onus shouldn’t fall solely on the smaller party.
Final Thoughts
As someone who’s watched the influencer industry evolve, I can’t help but wonder if this is a turning point. Will brands start demanding contracts for gifted products? Will influencers become more mindful of how their actions impact smaller businesses? Or will we just see more public callouts like this?
One thing’s for sure: the line between personal admiration and professional responsibility is thinner than ever. And in a world where a single post can make or break a brand, maybe it’s time we all start thinking twice before we hit ‘share.’
