Bud Light is still feeling the effects of a controversial partnership with transgender influencer Dylan Mulvaney, which began two years ago this April. The fallout from this collaboration has been significant, impacting both the brand and the wider cultural landscape.
Mulvaney starred in a commercial where he dressed as Audrey Hepburn to promote a special beer can featuring his image. This ad sparked a boycott from conservative groups, leading to a sharp decline in Bud Light’s stock. The backlash against the brand fueled a wave of anti-woke boycotts, including a notable one against Target over its LGBTQ Pride merchandise.
Since then, political dynamics have shifted dramatically. Donald Trump emerged as the leading candidate for the presidency, while Joe Biden dropped out of the race shortly after. Trump’s return to the White House came with promises of restoring a sense of normalcy, further complicating the cultural conversation around identity and representation.
In March, Mulvaney released his memoir titled Paper Doll: Notes from a Late Bloomer. The book offers a glimpse into his life, drawing from his popular TikTok series "Days of Girlhood." However, critics argue that it feels out of touch with current realities. The memoir combines diary entries with essays on various topics, but many find it lacks depth and insight.
While Mulvaney touches on personal struggles, including early insecurities and family issues, these moments are often overshadowed by his upbeat persona and celebrity encounters. He frequently shares experiences from his transition and life as a social media influencer, but some readers feel these stories lack substance.
The title Paper Doll is notable for its implications. In the queer community, "doll" can refer to a trans man who embodies certain beauty standards. The term "paper doll" suggests a superficiality, emphasizing a lack of depth compared to more traditional, three-dimensional representations of identity.
Overall, Paper Doll reflects a moment in time that feels increasingly distant in a fast-paced digital world. The cultural context surrounding Mulvaney’s memoir has shifted significantly since its final essay was penned in March 2024. The progressive ideals he champions are now being questioned, especially in light of the controversy sparked by the Bud Light campaign.
As America continues to evolve, the question remains whether figures like Mulvaney can adapt to a landscape that has changed dramatically in just a couple of years.