Australian fashion chain Dangerfield has sparked controversy with its latest sales campaign, using an image of King Charles III with the words “not my king” superimposed across his face. The advertisement, still prominently displayed on the retailer’s website as of June 10th, promotes a significant sale of up to 60% off fast fashion.

The timing of the campaign, coinciding with King Charles’s birthday celebrations on June 9th across much of Australia, has drawn criticism from groups such as the Australian Monarchist League. The provocative slogan directly mirrors the sentiments expressed by Indigenous Australian Senator Lidia Thorpe, who famously heckled King Charles with the same phrase during a parliamentary address in 2024.

Dangerfield, known for its alternative and vintage-inspired clothing, has chosen a bold and arguably confrontational approach to marketing. The campaign’s effectiveness, however, remains to be seen, raising questions about the potential impact of such a controversial tactic on brand perception and sales.

This incident highlights the ongoing debate surrounding the monarchy in Australia and the increasingly vocal opposition to its continued presence. The use of a high-profile figure like King Charles in a controversial advertisement undeniably generates significant attention, but whether this translates to increased sales remains a matter of speculation.