Dolce & Gabbana slammed once again for its latest 'DG Loves China' campaign


By Shawn Lim | Reporter, Asia Pacific

November 20, 2018 | 7 min read

Dolce & Gabbana has been slammed for its new “DG Loves China” campaign in China, with critics calling the luxury brand out for trivialising the country’s centuries-old culture and depicting Chinese women in a racist way.

The campaign video, which was posted on social media platform Weibo by the brand to promote its upcoming runway show in Shanghai, depicts an Asian model in a red sequin D&G dress having trouble eating Italian food like pizza while using chopsticks, while a male narrator asks the model “is it too huge for you?”

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


The campaign video was posted on social media platform Weibo by the brand to promote its upcoming runway show in Shanghai

A post shared by Dolce & Gabbana (@dolcegabbana) on

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According to Jing Daily, the campaign drew the ire of users on the social media platform, with many calling it stereotypical, racist and disrespectful towards Asian females. D&G moved to delete the post less than 24 hours after its release, but not before the words “Boycott Dolce” started trending more than 18,000 times.

Users have demanded an apology to be issued by D&G in both Mandarin and English, while many have also found a way to visit the brand’s official Instagram account (Instagram is blocked in China), which still features the campaign video, to slam the brand.

An Instagram user going by a ‘zschloesz ’ wrote: “This is a terrible ad. It is racist, stereotypical and stupid. It just seems like the advertisement team didn’t spend enough time to know and learn the culture. The way the narrator talks and the model in the ad performs make Chinese people really uncomfortable. I am shocked at how racist this is!!!"

This is not the first time D&G has drawn flak for its first time “DG Love China” campaign. In April 2017, the brand published a post on Weibo and WeChat about a campaign which focused on the capital city Beijing by showing its underdeveloped parts and impoverished residents. The brand also deleted the post after complaints.


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