Will D&G ever be able to recover from its tarnished reputation in China?

If a global brand gets involved in political affairs or makes racist or culturally insensitive comments in China, the consequences can be irreversible. The experience of luxury brand Dolce & Gabbana illustrates how NOT to act in the Chinese market and just how damaging poor-thought out campaigns can be.

D&G’s chopsticks campaign hits a nerve with Chinese consumers

D&G has faced a backlash ever since it launched a controversial advert featuring a woman using chopsticks to eat Italian delicacies

D&G had been in China for over a decade before it lost favour: it opened its first boutique store in Shanghai in 2006 and launched on China’s e-commerce channels in 2015. But, the brand’s popularity in China was short-lived as it has faced a backlash ever since it launched a controversial advert three years ago.

In 2018, D&G posted three short videos on Weibo to promote its Shanghai fashion show and “#DGLovesChina” campaign. The videos featured a Chinese woman wearing a dress by D&G and using chopsticks to eat several Italian delicacies, including pizza, spaghetti and cannoli. To the accompaniment of Chinese folk music, a mocking voice announced in Mandarin: “Welcome to the first episode of ‘Eating with Chopsticks’ by Dolce & Gabbana”.

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