Since the rise to power, Chinese leader Xi Jinping has implemented rigorous anti-corruption policies that have affected the sale of luxury brands (ie those who are popularly used for bribery of government officials). That being said, more and more high-end luxury brands are still trying to expand their presence in China and increase their share of the largest consumer market on earth.
In fact, some brands can try a little very hard, and somehow at the same time, not hard enough.
In April 2017, the Italian company Dolce & Gabbana, in high fashion, published a collection of photos from the Dolce & Gabbana Loves China campaign, where the super models found with Chinese locals in various tourist attractions, official Weibo accounts and WeChat as a teaser for the upcoming fashion show in Beijing. The company was quickly confronted by Weibo users who called their "backward" image of China, however, and deleting positions from Chinese social media.
And now, history is repeated. On November 18, four days before the D & G in Shanghai ("The Great Show"), a new line of three TV series "起 筷 吃饭 Pick Up Chopsticks And Eat" was released in the company's official Weibo account. In the video, a model with a narrow eye wearing a red dress and a golden jewel is full of slack, trying to eat "the great traditional Margherita pizza", cannoli and spaghetti using "this kind of small tableware" means chopsticks.
Sorry? In 2018, I can not imagine a more stereotypical image of a Chinese woman from a Western perspective. The musical background sounds like a celebration of the Spring Festival since the last century. the red lantern, the round mirror and all the outdated style remind me of Chinatown in the West.
And I'm definitely not the only one. The user of Weibo MANCHENGKUANGCAO saw the advertisement as racist and sexist, singing a moment in the second episode when the model can not figure out how to get the huge cannoli with chopsticks, and the curious narrator like old film says: "It's still too big for you? "
"I do not like the whole idea of the video is mocking the Asians, and it does not feel like a commercial ad that is supposed to promote a product, but rather a joke about Asian stereotypes and chopsticks," says Liza Qin, for the bibliography degree.
Zhang Zhe, a 30-year-old HR practitioner, shared her emotions with RADII:
"First, is not the model exactly our stereotype in the eyes of the West? Second, what is the point of using the chopsticks to eat pizza? Does it mean that chopsticks are not convenient? And I can not say which is the point of the whole ad Overall, I do not feel comfortable with it. "
Of course there are different angles from which one can see this very confused fashion campaign. Xue Qiao, a new screenwriter, sees it as an aesthetic experiment, telling RADII:
"It's very western, I think they made it to the fore with de-familiarization, which means seeing something familiar from an external viewpoint." The colors, the music and the tone of the narrator are all "the East in the Imagination of the West" including action and aesthetics, so I do not feel uncomfortable because all dimensions are harmonious. "
Xue can make sense by giving an artist's explanation. However, as a promotion with the hashtag #DGLovesChina, failed. The videos have already been deleted, as Chinese young people immediately expressed their anger about the "discrimination and insult of the Chinese." There are still some remarks about Weibo asking for a formal apology from D & G, some of which even in the Communist Youth League Weibo Central Committee account for support. Karry Wang, the leader of the TF BOYS Children's Pop Group and a D & G spokesman, also reports reports from his many fans.
The "Great Exhibition" will be held in Shanghai today anyway. Then, D & G's survival in this "exotic" market will probably be a challenge.
[[[[Note by the author: Hoo Boy, while editing this article, a series of supposed DM by D & G co-founder Stefano Gabbana, in which faces some shocking racist attitudes, have come to light in Instagram. Of course, these DM, which include the phrase "China Ignorant Dirty Smelling Mafia", found their way to Weibo almost immediately, and people are not happy:]
"If you really love China then learn more about our culture. If I did DM, I would say you fuck .." – Wo You Ge Mi Mi Ya
Many users point to the Italian embassy and government authorities in Shanghai:
I can not imagine that the organization of the event will be very good for Dolce & (especially) Gabbana, but we will update this post as the situation develops …
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