A collaboration between the children's fashion brand mezzo piano and independent virtual YouTuber Shigure Ui has been cancelled following widespread online criticism.
In a post from September 17, Ui explained that the decision had been taken in response to both the backlash and multiple threats of violence for staff members involved. The collaboration was announced just two days prior for a scheduled launch in October with a wide range of apparel on offer, featuring exclusive collaborative designs. Pop up stores were also planned in the three major cities of Nagoya, Tokyo, and Osaka.
As to why the response to the collaboration was so negative, one of the reasons Shigure Ui has become so famous in recent years is because of her "loli Ui" persona. The viral song “Shukusei!! Loli Kami Requiem" also features multiple references to pedophilia and child sexual assault, prompting many to point out that Ui's image simply isn't appropriate for a brand like mezzo piano. Since 1988, it has exclusively catered towards young girls between 50 and 190 centimeters.
