Kikiva founder Kia Buckley is facing mounting backlash after a racial slur was heard during a TikTok livestream, with the Perth activewear label now losing brand ambassadors as a result.
On October 9, Buckley was livestreaming on TikTok and her sister could be heard using the N-word off camera. After warning her sister she was live, Buckley continued her broadcast before telling viewers the slur had not been said, claiming her sister had instead said “what’s up, sissys”.
Content warning: this video contains offensive language.
@justinebaker98 #kiabuckley #kikiva ♬ original sound – justinebaker98
The footage has subsequently circulated online, prompting criticism of both the language used and Buckley’s response.
Buckley initially addressed the incident in a written apology posted to her TikTok story on October 15, saying she was “deeply shocked, disappointed and upset” by what had happened. She also said the use of racial slurs was unacceptable and that she did not condone racism in any form.
The initial response did little to stem the backlash.
In a subsequent video apology, a teary-eyed Buckley acknowledged that she had handled the situation poorly, apologising for attempting to explain away the slur.
She said she was “utterly shocked and in disbelief” and admitted she was ashamed and embarrassed that she had condoned “casual racism”.
Her activewear brand Kikiva, also issued a separate statement, conceding that its response had let down its community and customers.
“An apology isn’t enough,” the brand said, announcing that everyone in the business, including Buckley, would undertake cultural and historical learning. The apology statement also assured readers that Buckley will also meet with Elders and community knowledge holders to better understand the harm caused and how to respond differently.
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The fallout has extended beyond social media criticism.
Model Vimbayi Hakutangwi, who had worked with Kikiva for more than three years, announced she had ended her relationship with the brand. Other former collaborators, including Evie Graves and Madison Meyerhoff, have also cut ties, while Dallas Cowboys cheerleader Faith Ward and ex-love islander Yana Marks also ruled out future work with the label.
For Kikiva, the controversy arrived shortly after a significant milestone: the opening of its first bricks-and-mortar store at Perth’s Karrinyup Shopping Centre in August.
The episode puts the relationship between founder reputation and brand identity under scrutiny. For businesses built around an identifiable founder and amplified through social media, personal conduct risks becoming inseparable from the company’s public image.
Kikiva has pledged to work to regain the trust of its customers and community. Whether its planned education and engagement translate into meaningful change remains to be seen.
