Premise.
Dolce e Gabbana is a brand founded on the mission of bringing Italian culture to the top, both in its own country and in the world. The Chinese eat with chopsticks, both in their own country and in the world.
The offending campaign.
Photo Courtesy: ANSA
I’ll make it short. Dolce and Gabbana aired an advertising campaign created specifically to promote their fashion show in Shanghai, portraying a young Chinese woman while eating typical Italian dishes such as pizza, spaghetti and a cannoli with traditional oriental chopsticks, under the advice of a male voice,.
The campaign was intended to use fashion to “reconcile” two seemingly different worlds and cultures. But she was accused of being racist and sexist by thousands of Chinese in the first place, according to which the videos (accompanied by the hashtags #DGLovesChina and #DGTheGreatShow) propose an old stereotypical image of China, populated by ignorant people.
The second episode, the one with the cannol then, goes further: the male voice out of the field asks the girl: “is it too big for you?”. The brand has removed the video from Weibo, the “Chinese Twitter”, but not on their official Instagram channel.
Obviously I can not attach that with the cannolo!
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