Giant fashion house Dolce & Gabbana has been accused of racism after sharing 3 ads showing a Chinese woman being told on how to use chopsticks.
The videos are meant to promote Dolce & Gabbana’s new campaign “DG Loves China” but they have been widely criticised by the Asian, typically Chinese community for trivialising China’s centuries-old culture and depicting Chinese women in a stereotypical and even racist way.
The series of 3 videos, entitled “Eating With Chopsticks,” show a Chinese woman attempting to eat Italian dishes using a pair of chopsticks with an instruction from a male voiceover. The dishes include pizza, a large cannoli, and spaghetti.
The videos were posted on Twitter and Instagram ahead of D&G’s “The Great Show” fashion event in Shanghai on 21st November. The videos were also posted on Weibo, but due to the huge backlashes, D&G has deleted the videos but choose to keep the ones on Instagram and Twitter.
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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 #dietpradaADVERTISEMENT
On Weibo, “Boycott Dolce” has been discussed over 18,000 times. Some users have asked that an apology in both Chinese and English to be issued.
“It is not DG Loves China, but DG loves China’s RMB,” a user commented, while another said “You should be respectful if you want to make money from Chinese.”
Several huge Chinese celebrities have reportedly decided to skip the fashion show. Some of them include Dilraba (迪丽热巴), Cheney Chen (陈学冬), Li Bingbing (李冰冰), Wang Junkai (王俊凯), Chen Kun (陈坤), Huang Xiaoming (黄晓明), Darren Wang (王大陸), Tang Yixin (唐艺昕), Qi Wei (戚薇), and more.