The brand had published short videos on social networks, which Chinese Internet users have very badly received.
“We want to say to all the Chinese around the world, and there are many, how sorry we are, and we take this apology and this message very seriously.” This Friday, Stefano Gabbana and Domenico Dolce, founder of the Dolce & Gabbana brand, apologized to the Chinese people on the Weibo social network.
In recent days, they were at the heart of a controversy involving racist videos and emojis shaped excrement .
Clichés and condescension
Upstream of a parade planned in China this Wednesday, the Italian brand has posted on Instagram short promotional videos. These clips showed a woman with Asian features, who clumsily tries to eat a pizza or spaghetti with chopsticks, under the direction of a male voice with ironic comments on these “little sticks serving cutlery”.
The reaction of Chinese netizens, immediate, was not that expected by the manufacturer. In particular, they criticized the choice of actress and set, which they considered as crude stereotypes about China. The voiceover was also criticized for his condescension.
The case exploded when copies of Instagram messages, between a user and Stefano Gabbana, leaked. The latter used emoji excrement to treat China as “shitty country”. A country that still accounts for around 35% of Dolce & Gabbana’s worldwide sales, according to US firm Bain & Company.
The company assured that his account had been, but the damage was done: the parade planned in Shanghai was canceled. The excuse message, generated more than 100,000 comments in three hours on Weibo, did not convince all users. Several sellers in China have also decided to stop selling their products.