Last week, the curtain fell on Man Repeller — the once-thriving personal fashion blog-turned-lifestyle website birthed by Leandra Medine Cohen in 2010. Its demise was attributed to “financial constraints,” following Medine Cohen’s decision to take a step back in June amidst criticism over diversity issues and former POC employee treatment. “Man Repeller was meant to champion self-expression in all its forms, but it’s clear I fell short of that mission,” admitted Medine Cohen. “The team deserves a chance to redefine Man Repeller without my presence, so I’m stepping aside to let them do just that.” Three months later, the site rebranded as Repeller, promising “many more changes to come.” Yet, less than two months thereafter, it ceased publication entirely. While many blame pandemic-induced economic woes, one can’t help but wonder if the site’s “man-repelling” fashion allure gradually lost its spark, with COVID-19 and racial reckonings merely driving nails into its coffin.
It’s hard to believe it’s been a decade since Medine Cohen burst onto the fashion scene, captivating audiences with her unique style and candid voice. Terms like “arm party” and “birth-control glasses” became ubiquitous, transforming into fashion’s hottest catchphrases and must-have trends. Like countless others, I embraced the Man Repeller craze—stacking bracelets, coveting the Dannijo collaboration, and devouring Medine Cohen’s memoir, “Man Repeller: Seeking Love. Finding Overalls.,” where she candidly discussed mishaps like puking in her grandmother’s Hermes purse.
Medine Cohen’s allure lay in its relatability and aspiration. Her rejection of fashion norms, coupled with her witty humor, offered a refreshing break from Vogue’s dominance and rigid fashion dictates. From ballooning sleeves to clogs with socks, her style defied convention, blending high-end labels with high street finds—an aesthetic bloggers sought to emulate, finding Instagram fame in the process.
Yet, even as Man Repeller evolved into a major brand covering diverse topics beyond fashion, its core remained rooted in Medine Cohen’s distinct style and voice. However, success often breeds complacency, and as Medine Cohen sought to detach the brand from her persona, its essence began to dilute. Just as Tavi Gevinson’s Rookie—a beacon of authenticity—dimmed upon expanding beyond her voice, so did Man Repeller lose its luster, ultimately succumbing to financial woes in 2024.
In hindsight, Medine Cohen’s once-radical “man-repelling” concept feels antiquated. What began as a rebellion against the male gaze now seems out of touch in an era of gender-neutral fashion and self-expression. As Repeller—formerly Man Repeller—strives for a more inclusive identity, it faces skepticism and nostalgia alike. Perhaps Medine Cohen’s ambition to transcend her brand proves cautionary: building a brand on one personality risks obsolescence when trends evolve.
In the end, Man Repeller’s demise is more than a financial tale—it’s a narrative of changing tastes and evolving ideals. As we bid farewell to an icon of yesteryears, we’re reminded that fashion, like all else, is subject to the caprices of time.