Emily Ratajkowski, a famously excellent wearer of swimsuits, stars in Good American’s latest swim campaign, posing in bright one-pieces and ʙικιɴιs — all the while her own swimwear brand seems to have mostly gone dark.

The model founded Inamorata in 2017, capitalizing off the popularity of her swimsuit pics with a line of strappy separates that lent themselves to the Instagram feed. However, since November of 2023, the brand has been generally silent on social media. Its last post advertised a Black Friday sale that has seemingly caused it more problems: Earlier this year, customers began complaining online about still not having received orders placed during that promotion, leaving unhappy comments on Reddit and on the Inamorata Instagram. (The label has since turned off comments.)

Jezebel asked, “What’s Going on With EmRata’s Swimwear Line?” (Reportedly, delays in manufacturing.) The Cut dubbed it, “The Case of the Missing Thong ʙικιɴιs.”

In mid-March, Ratajkowski’s team initially replied to Fashionista’s request for comment with a link to the brand’s temporary Instagram story, which read: “Due to the overwhelming volume of orders off the Black Friday sale, we do have a delay on a small percentage of our orders. We are offering a full refund to anyone who does not want to wait, with our sincere apologies to our valued customers.” Since then, it’s been radio silence. Reps for both Ratajkoski and Inamorata have yet to reply to Fashionista’s repeated requests for comment in May.

The Inamorata site is still up, running and seemingly able to process orders of its $85 ʙικιɴι bottoms. And Ratajkowski is no less active, walking red carpets and even starring in summer campaigns (yes, featuring swimwear) for brands like Victoria’s Secret, Tory Burch and, now, Good American.

The Khloé Kardashian- and Emma Grede-founded business has clearly been investing in celebrity-driven campaigns as of late, casting WNBA star Angel Reese, Victoria Monét and Lori Harvey in recent ad spots. Ratajkowski’s campaign (see all the images above) announces the launch of the brand’s “swim shop” on Thursday — which is just odd, when, for so long, her swim style was interconvertible with Inamorata. (Her Instagram bio still includes a tag for @inamoratawoman.)

Influencer and celebrity brands don’t have the best track record (alas, not everyone can be Rihanna or Selena Gomez). Inamorata’s failure to update press and consumers alike — while its founder promotes other brands’ swim offerings — doesn’t feel like a great sign.