Dolce & Gabbana’s latest ad campaign has received major flak from social media after its latest advertisement showed a Chinese woman struggle to eat pizza and spaghetti with chopsticks, sparking a huge debate over its ‘racist and insensitive’ overtones.
View this post on Instagram
欢迎收看Dolce & Gabbana “起筷吃饭” 第1弹。 今天我们将率先向大家展示， 如何用这种小棍子形状的餐具， 来吃意大利伟大的传统玛格丽特披萨。 Welcome to Episode 1 with Dolce&Gabbana’s “Eating with Chopsticks”. First up today is how to use this stick shaped cutlery to eat your GREAT traditional Pizza Margherita. #DGLovesChina #DGTheGreatShow
Dolce & Gabbana has been forced to cancel a fashion show in Shanghai over its ‘racist’ remarks. The brand has now tweeted:
— Dolce & Gabbana (@dolcegabbana) November 21, 2018
The controversy was the number one topic on China’s Twitter-like Weibo platform, with more than 120 million reads and critical comments by mid-afternoon.
Many users said they were annoyed by what they considered the patronizing tone of the narrator in the “Eating with Chopsticks” campaign.
Compounding the row over the advertisements were screenshots circulating online appearing to show designer Stefano Gabbana making disparaging remarks about China in an Instagram chat.
The luxury fashion brand said in an apology posted in Chinese on Weibo that Gabbana’s Instagram account had been hacked.
“We are sorry for the impact and harm these untrue remarks have had on China and the Chinese people,” it said.
Chinese customers account for over a third of all luxury purchases.