Former Vice President Kamala Harris came under widespread criticism Thursday after relaunching her campaign social media account as a “Gen-Z led progressive content hub,” a rebranding many observers saw as tone-deaf and disconnected from political reality.

The account, now named “HQ” with the handle @headquarters_67, debuted with a video in which Harris explained the concept. She described it as a platform for “the latest of what’s going on” and a way to engage with elected officials, community organizers, and young leaders. The relaunch comes months after Harris’ defeat in the 2024 presidential election and her decision not to run for California governor, fueling speculation about a 2028 White House bid.

Critics quickly seized on the initiative, calling it a miscalculated attempt to appeal to younger voters. Conservative commentators and social media users mocked the video for its vague messaging, awkward delivery, and questionable relevance, suggesting Harris herself appeared out of step with the Gen-Z audience she claims to target.

The handle, @headquarters_67, appears to reference the “6-7” meme, further drawing skepticism about whether the rebranding strategy was well thought out or merely an attempt to appear culturally current. Many argued that the relaunch reflects a broader disconnect between Harris and voters, highlighting an overreliance on branding exercises rather than substantive policy engagement.

While Harris framed the account as a hub for engagement and progressive leadership, critics argued the effort risks underscoring a perception that she is more focused on optics than concrete political action. Observers noted that similar attempts by politicians to court younger demographics through social media have often backfired when the execution appears forced or inauthentic.

The rollout adds to ongoing scrutiny of Harris’ post-2024 strategy, with analysts questioning whether a “Gen-Z hub” is a viable path to relevance or simply another misstep that could undermine her credibility ahead of any potential 2028 campaign.