Influencer Cashmeer Sayyid staged what many thought was a lavish wedding on Saturday only to tell guests midway that it was, in fact, a business launch. The surprise left several celebrities and attendees furious and sparked a big debate online about clout, authenticity, and where the line sits between theatre and trickery.
Cashmeer is a well-known Kenyan content creator and beauty entrepreneur who had spent months hyping a big white-wedding moment. She had posted about an expensive gown and hinted at a grand guest list details that primed both fans and fellow influencers for a traditional ceremony.
On the night, celebrities arrived dressed to impress and followed a strict dress code. Many later said they believed they had been invited for a wedding. Instead, Cashmeer walked in wearing a white power suit and told the crowd: “Today I am getting married to the love of my life it is a training institute.” In short, the day was a reveal for a new business venture rather than a marriage. Video clips of the moment and reactions quickly spread on TikTok and Instagram.
Anger was swift. Several guests posted scathing replies online. Radio personality Winnie Njenga complained that she felt used, asking how she would explain buying an expensive outfit for what turned out not to be a wedding. Broadcaster Prince Mwiti urged Cashmeer to have been honest and said the stunt had wasted people’s time and money. Other attendees said they had spent rent money or prepared elaborate looks only to feel humiliated.
Reporters and gossip sites note the stunt is not wholly original Kenyan public figures have previously staged theatrical reveals and product launches dressed as big personal moments. But many felt this one crossed a line because invited guests were led to believe they were attending a genuine wedding. Critics said the emotional bait-and-switch damaged trust among peers and fans.
Cashmeer responded to the backlash by defending the decision as a platform moment and a call for attention to a cause; she framed the launch as an attempt to speak for the voiceless and to highlight issues she cares about. The explanation did little to calm those who said they had been misled.
Why people cared so much
Influencer culture trades on spectacle. A “wedding” promises intimacy, celebration, and real emotion. When those expectations are turned into a marketing reveal without clear warning, attendees feel the intimacy has been commodified. For fans it’s clicky entertainment; for close friends it can feel like being used for content. That emotional mismatch is the heart of the row.
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