The hashtag encourages shoppers to avoid buying Trump-affiliated products and to urge retailers to stop carrying the various lines.
In the last week, the #GrabYourWallet movement — started by a digital and brand strategist named Shannon Coulter — has gained traction. The hashtag was created to encourage shoppers to boycott Ivanka Trump’s namesake label given her continuous support of her father’s presidential candidacy, despite Donald Trump’s tasteless “locker room” remarks about women.
In addition to boycotting Ivanka’s fashion brand, Coulter also pushed for customers to call the various retailers and urge them to stop carrying any Trump-related products.
Now Ivanka herself is responding to the movement.
In an interview with Good Morning America on Wednesday, George Stephanopoulos asked the Trump family how the election cycle has affected their businesses, prompting Ivanka to address the #GrabYourWallet campaign.
“The beauty of America is people can do what they like, but I’d prefer to talk to the millions — the tens of millions — of American women who are inspired by the brand and the message that I’ve created,” said Ivanka.
The Ivanka Trump brand touts itself as “the ultimate destination for Women Who Work” and uses the same hashtag, #WomenWhoWork. She’s even releasing a book — titled Women Who Work: Rewriting the Rules for Success (out March 7, 2017) — that centers around that motto.
“My advocacy of women, trying to empower them in every aspect of their lives, started long before the presidential campaign did. I’ve never politicized that message,” she continued. “People who are seeking to politicize it because they disagree with the politics of my father — there’s nothing I can do to change that.”
Ivanka’s business has come under fire in the last few months after a former creative director spoke out on the company’s lack of paid maternity leave, with another ex-employee making the same claim.