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Ivanka Trump Tries to Distance Herself From Her Lifestyle Brand

Ivanka Trump is taking a break from her brand. At least, when it comes to social media.

The business mogul’s editorial team posted a note on IvankaTrump.com last week, explaining the changes readers could expect now that Trump has taken an active role in her father’s transitional team.

“Our company’s mission is not political—it never was and it never will be—however, Ivanka, personally, has an increased opportunity to advocate for women and be a positive force for change,” the letter states. “As a private citizen, with full awareness of her heightened visibility, she will broaden her efforts to take a stance on issues of critical importance to American women and families.”

The note goes onto explain that there will be a restructuring of their team’s social media accounts. @IvankaTrumpHQ, will now serve as the brand’s official Twitter, Instagram and Facebook accounts, while Trump’s usual handle will now serve as a personal feed.

“We’ve been listening to the feedback we’ve received, both positive and not, and we’ve been taking it into consideration as we plan for the future,” the letter concluded.

Trump has faced backlash in the past for mixing politics with her business, including a recent incident when her brand’s team sent out an email advertising the $10,800 bracelet she wore on “60 Minutes.”

The presidential-elect’s daughter also took flack after her team posted a tweet encouraging readers to shop the look she wore at the Republican National Convention.

Trump has mostly been filling her feed with family pictures since the social media split was announced, though she continues to retweet from her brand’s twitter account.

As of today, Trump’s personal Instagram feed continues to be featured on the brand’s main site.

Thea Glassman is an Associate Editor at the Forward. Reach her at glassman@forward.com or on Twitter at @theakglassman.

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