Pia Erlund, who owns the Bypias fashion brand, was initially included in the candidate list for Eeva magazine's 'Eeva of the Year 2026' award, as reported by the magazine in early February. The readers of the magazine were set to vote for the winner among five selected nominees. However, the voting website has recently indicated that due to revelations that surfaced after the nominations were made, one candidate has been removed from the list. As a result, Erlund's name is no longer among the contenders.

The situation escalated after Yle reported on accusations against Erlund, which include claims of false marketing practices and a poor working atmosphere within her company. This has drawn significant media attention and has led to wider discussions surrounding ethical business practices in the fashion industry. The removal from the award consideration reflects the growing accountability companies and their leaders are facing in the wake of public scrutiny.

This development is indicative of a larger trend within the Finnish media landscape, wherein public figures and business owners are held to higher standards of conduct, especially in the wake of various scandals within the industry. The implications of these accusations could affect Bypias's brand reputation and consumer trust as the public increasingly demands transparency and integrity from the companies they support.