Anybody who has been reading the news these days has certainly heard about the controversy that involved the two famous stylists Dolce and Gabbana and the Chinese citizens.
But what happened exactly? It all began because of an advertising that was supposed to promote D&G’s upcoming fashion show in Shanghai. The videos showed a model in stereotypical Chinese surroundings trying to eat, without success, typical Italian foods using chopsticks. A man’s voice tells her what to do until she finally succeeds.
The Chinese citizens immediately reacted to the spot inveighing against the two stylists and started promoting a boycott. Shortly after, some screenshots from an Instagram user showed a chat with Stefano Gabbana’s profile, which contained some rather serious offenses.
The Italian stylist claimed that his account was hacked and apologized together with his business partner. Little did this help, as the boycott extended from the Chinese internet to all the citizens around the world, with D&G products removed from all the Chinese e-commerce websites.
The two stylists profusely apologized in a video that was released later on this week, but it surely will take some time for things to go back to the way they were, and Dolce and Gabbana might just have lost what was the biggest market share for their brand.
by Francesca Colombi