With the rise of the “nasty woman” meme comes a decline in the fortunes of the Nasty Gal brand.

Nasty Gal is an e-commerce darling founded in 2006 by Sophia Amoruso and a model of social-media-driven millennial entrepreneurship. It filed for Chapter 11 bankruptcy protection on Nov. 9 to secure financial relief while it restructures.

The company, which sells its own collection, vintage pieces and items from other brands, will continue to run its business and has asserted that customers and employees will see no change in day-to-day operations.

There are also reports that Ms. Amoruso, who ceded her role as chief executive to Sheree Waterson in 2015, will resign from her current post as executive chairwoman, and that Danny Rimer of Index Ventures, which invested nearly $50 million in Nasty Gal in 2012, will step down from the board. Nasty Gal hasn’t confirmed these moves and did not offer any additional comments.

The news may come as a surprise for those who have followed Nasty Gal’s seemingly endless upward trajectory. By the end of 2015, Forbes estimated that the company surpassed $300 million in revenues (up from a reported $10 million in 2010), and this year internet Retailer estimated that Nasty Gal’s five-year compound growth rate was 92.4 percent, compared with a median 15.3 percent among online apparel sites.