Real cost of Nadia Bartel’s powder party scandal revealed

She was fined $5000-plus for her lockdown party breach. But the true cost of Nadia Bartel’s white powder scandal could be much higher.

Exclusive: She was fined $5000-plus for her lockdown party breach but the true cost of Nadia Bartel’s white powder scandal could be much higher.

Friends have rallied around the fashion designer and influencer, 36, after she was filmed shorting a white powdered substance in a leaked video, and fined $5452 for breaching Victoria’s stay home order.

A leading crisis management expert has revealed how Bartel can manage the fallout with her brands – which includes clothing brand Henne and tanning line Spray Aus – and social media endorsements in the wake of the scandal.

Crisis management expert Peter Wilkinson advised Bartel to take a social media hiatus while her personal brand recovered from the scandal.

Nadia Bartel owns Henne and Spray Aus. Picture: Instagram

The mega WAG has lost at least two brand deals due to the lockdown party scandal. Picture: Instagram

“She shouldn’t delete her social media. She should remain silent for a couple of weeks. No tagging brands,” Wilkinson, who is chairman of communications firm Wilkinson Butler, said.

“Laying low means ‘don’t do anything else that sponsors will think is damaging for their brands.’”

JSHealth Vitamins publicly cut ties with the mother of two over what it called “illicit behaviour”. “We, like many of you are shocked and disappointed by the recent actions of an individual who has endorsed our products,” JSHealth Vitamins said in a statement.

Beauty retailer Hairhouse Warehouse also ended its paid partnership with Bartel. In a statement to podcast So Dramatic!, the brand said it had “removed all affiliation with Nadia as an ambassador for Hairhouse”.

Other companies that the former WAG has worked with recently – including Fine Lines Lingerie, Essie and Maybelline – are yet to comment.

Wilkinson said Bartel’s personal brand could be repaired in a matter of months.

“With good behaviour she can resurrect an income in as soon as two to three months,” Wilkinson said.

“Her patch is a fickle marketplace,” he said, of the lucrative fashion and beauty influencer space that Bartel is known for.

“Nadia needs to decide who she’s apologising to. If she’s savvy, it’ll be to whomever pays her bills,” Wilkinson, said.

“Then ‘sorry’ needs to be real, including what action she is going to take to ensure she doesn’t do it again. And she’s going to have to keep that promise.”

Wilkinson said Bartel’s high-profile WAG friends would be key to her comeback, by “supporting her for doing the right thing”. “Most people in her space are forgiving.”

Nadia Bartel was last year’s Melbourne Cup Carnival ambassador for the VRC. Picture: Getty Images

In a statement on Instagram, Bartel said she was “embarrassed” and “remorseful” about the incident.

“I have let you all down by my actions,” the influencer and designer wrote to her 560,000 followers on Friday.

“I take full responsibility and I am committed to taking all necessary steps to ensure I make better choices in future. To my family and friends, my business partners and the public health workers trying to keep us all safe, I am embarrassed and remorseful.

“I am truly and deeply sorry. I hope I can earn your forgiveness and, in time, your trust. Nadia.”

Bartel is one of Australia’s most high-profile WAGs, and recently finalised her divorce from ex-husband, former Geelong star Jimmy Bartel.

Originally published as Real cost of Nadia Bartel’s powder party scandal revealed