Revolve paid influencers to look organic — a $50M lawsuit says that was the ad

Revolve, the LA-based online fashion retailer built almost entirely on influencer marketing, paid and gifted product to a large roster of creators to post about its clothes. On April 11, 2025, California resident Ligia Negreanu filed a $50M class action in the U.S. District Court for the Central District of California, naming Revolve alongside three influencers — Cindy Mello, Tika Camaj and Nienke Jansz — as defendants.

The suit alleged Revolve's posts routinely skipped the disclosures the FTC requires for paid or gifted promotion — no '#ad', no 'paid partnership' label — so that sponsored content read to shoppers as an unprompted personal recommendation. It sought damages under Florida's Deceptive Trade Practices Act, California's Unlawful Business Practices Act, the Consumers Legal Remedy Act and equivalent consumer-protection statutes in more than 20 other states.

The filing arrived as one of several similar suits hitting influencer-heavy retailers in 2025, part of a wave of class actions testing whether undisclosed sponsorship is not just an FTC compliance risk but a private right of action any shopper can sue over.