But Juvia's Place was clearly a little confused.
Ashley posted a screenshot of messages she received from someone on her team stating that an attorney for Juvia's Place reached out with a letter. However, it was made out to the wrong person, Arnell Armon. Fans immediately began to speculate that the brand might filing a lawsuit against the influencer, possibly for defamation.
So the questions remains... what exactly is the brand trying to accomplish?
"A cease and desist letter is not a lawsuit. She just had a lawyer basically write 'stop it!' on their stationery. It doesn't actually do anything but scare people," said someone on Reddit.
However, someone disputed that with a quick response. "It’s a mighty powerful tool for people who don’t know their rights or the law, though. Like...80% of the time, a C&D will accomplish what you want without ever pressing forward to a formal lawsuit," they said.
Ultimately, it seems like it's the brand that's fueling all of this drama.
"If they hadn't responded to every stupid tweet on Twitter the criticism would have just gotten lost in the rest of the noise. They gave life to this drama and elevated it in a way that is now harming their brand," another Reddit commenter emphasized.
"Really bad PR strategy to have someone emotionally invested posting off the cuff online. Now they are using legal to make people stop commenting when they engaged with those same critics to begin with. These small brands need to invest in professional PR. They make things worse with every tweet."