Will Dolce & Gabbana Ever Redeem Itself in China? – Jing Daily

What Happened: Widely seen as a gesture to break the ice with the Chinese market after its disastrous campaign in the country two years ago, Dolce & Gabbana launched a new Weibo ad on August 19 that starred two virtual models for its Chinese Valentine’s Day pop-up store. Yet the move caused a backlash from the platform’s netizens, who chose not to let go of the brand’s previous misstep.

The Italian luxury brand’s 2018 “DG Loves China” campaign was accused of promoting outdated stereotypes. Yet it was widely distributed screenshots of racially-charged slurs, supposedly coming from the brand’s co-founder Stefano Gabbana, which led to a national uproar (the company later said that his account was hacked).

Still hurting from the incident, angry netizens didn’t just target the brand this time; they also aimed their outrage at Weibo for pocketing Dolce & Gabbana’s ad money despite its racially-charged history. One angry user said, “Is Sina Weibo so poor that it loses its bottom line?” Another added, “Do you really think the internet doesn’t remember?”

Jing Take: Will Dolce & Gabbana ever redeem itself in China? It doesn’t just depend on the fashion watchers and its target audience; the entire society must forgive the brand — and it will exert pressure from all angles if it’s still angry. As such, fashion media in China has rarely featured the brand’s collections over the last two years, Chinese models won’t walk
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