Dolce & Gabbana has released an apology video following backlash it received for an ad campaign for their Chinese audience.
The campaign, which features an Asian model attempting to eat Italian food with chopsticks, has been described as racist.
In the clip, a Chinese woman dressed in the brand’s clothes giggles as she tries to use chopsticks to eat a pizza, a large cannoli, and spaghetti.
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#DGlovesChina ? More like #DGdesperateforthatChineseRMB lol. In a bid to further appeal to luxury's covetable Chinese consumers, @dolcegabbana released some hella offensive “instructional” videos on the usage of chopsticks. Pandering at it's finest, but taken up a notch by painting their target demographic as a tired and false stereotype of a people lacking refinement/culture to understand how to eat foreign foods and an over-the-top embellishment of cliché ambient music, comical pronunciations of foreign names/words, and Chinese subtitles (English added by us), which begs the question—who is this video actually for? It attempts to target China, but instead mocks them with a parodied vision of what modern China is not…a gag for amusement. Dolce & Gabbana have already removed the videos from their Chinese social media channels, but not Instagram. Stefano Gabbana has been on a much-needed social media cleanse (up until November 2nd), so maybe he kept himself busy by meddling with the marketing department for this series. Who wants to bet the XL cannoli “size” innuendos were his idea? Lmao. • #dolceandgabbana #altamoda #rtw #dgmillennials #stefanogabbana #shanghai #chinese #italian #cannoli #meme #wtf #dumb #lame #chopsticks #foodie #tutorial #cuisine #italianfood #asianmodel #asian #chinesefood #dietprada
Domenico Dolce and Stefano Gabbana released the video on Facebook, apologising for the ad which resulted in the cancellation of the brand’s show in China on Wednesday.
“In the face of our cultural misunderstanding, we hope that we can earn your forgiveness,” Domenico said.
“We will never forget this experience and lesson, and this sort of thing will never happen again,” Stefano said.
Watch video below: