Dolce & Gabbana’s continuing crisis in China shows there’s a limit for brands that thrive on controversy—or despite it.
It also serves as a reminder to PR and marketing pros that diversity and cultural awareness are paramount, especially when launching global campaigns.
The fashion brand is struggling after a boycott by Chinese retailers, consumers, celebrities and influencers.
In a span of five days, the Milan fashion house swung from preparing a historic Shanghai extravaganza — billed as a no-expense-spared tribute to Chinese culture and the biggest runway event in label history — to pleading for forgiveness, its reputation shredded in a country that accounts for more than a third of luxury spending worldwide.
Outrage mounts after racist video and remarks
The backlash came after Dolce & Gabbana released an ad promoting its upcoming fashion show in Shanghai. Many called the ad racist.