Serena Williams Calls Out Australian Influencer Jamie Azzopardi for Wearing Shein at AFW 2025

 Tennis legend and fashion mogul Serena Williams has taken a strong public stance against what she calls “performative ethics” in fashion, directly criticizing Australian influencer Jamie Azzopardi for wearing a dress from controversial fast-fashion giant Shein during Australian Fashion Week (AFW) 2025 — while representing Williams’ own sustainable fashion line.

Williams, who made headlines at this year’s AFW with her bold runway presentation and call for more ethical practices in fashion, voiced her disappointment during a backstage interview following her show.

“You can’t champion ethical fashion in the morning and wear Shein at night,” Williams said bluntly. “It’s not just tone-deaf — it’s hypocritical.”

Jamie Azzopardi, a prominent fashion influencer and stylist known for his bold gender-fluid looks and outspoken persona, was invited by Serena Williams’ team to represent her new collection during the sustainability-focused fashion week. However, Azzopardi was later photographed at an AFW afterparty wearing a sheer, high-slit dress from Shein — a brand repeatedly criticized for unethical labor practices, environmental damage, and allegations of design theft from independent creators.

The moment quickly ignited debate online, with fans and critics alike weighing in. Hashtags like #SheinShame and #FashionHypocrisy began trending across social platforms in Australia. Many users defended Serena’s stance, pointing out the contradiction in celebrating slow fashion ideals while promoting a brand infamous for fast fashion exploitation.

One Instagram user wrote:

“If you’re a guest of a brand advocating ethics and transparency, maybe don’t wear the exact opposite to their event.”

While Azzopardi has yet to make a formal statement, he did post a cryptic story on Instagram hours after the controversy broke, stating:

“Fashion is about expression, not perfection. Let people grow.”

Still, the damage may already be done.

Industry experts note that Serena Williams’ growing fashion empire is built not only on bold, inclusive design, but also on a clear commitment to ethical sourcing, fair labor, and body positivity. Her presence at AFW 2025 was highly anticipated and symbolic of the push to shift the Australian fashion narrative toward sustainability and accountability.

Fashion critic Layla Moore weighed in:

“Serena’s reaction isn’t about canceling someone — it’s about calling attention to the bigger problem: empty virtue signaling in the industry. You can’t wear slogans about change and then ignore what you’re wearing.”

This isn’t the first time Shein has caused friction at fashion week events. The brand’s presence — direct or indirect — continues to challenge conversations about transparency in fashion. But this time, with a global figure like Serena Williams leading the charge, the pressure may be greater.

Whether Azzopardi responds directly or lets the moment fade remains to be seen. But in the meantime, Serena Williams has once again proven that she’s not only a powerhouse on the court — but a force to be reckoned with on the runway too.