Dolce & Gabbana’s founders have released an apology video to their Chinese customers on Friday to address the controversy sparked by the fashion brand’s racially offensive posts last week.
In its “DG Loves China” marketing campaign, the company portrayed an Asian woman having trouble trying to eat a pizza, cannoli and spaghetti with chopsticks.
Co-founder Stefano Gabbana then escalated the scandal after he responded to criticism from Chinese netizens on Instagram, allegedly writing “the country of [shit] is China” and “China Ignorant Dirty Smelling Mafia.”
Domenico Dolce and Stefano Gabbana expressed their apology via a Chinese-subtitled video on popular social media site Weibo.
“Our families always taught us to respect different cultures across the world and because of this we want to ask for your forgiveness if we have made mistakes in interpreting yours,” Dolce said in Italian.
“We want to say sorry to all Chinese across the world, of which there are many, and we are taking this apology and message very seriously,” Gabbana further noted.
The video, which was released after Chinese e-commerce platforms such as Suning, Taobao and JD.com began removing Dolce & Gabbana products, is the company’s second apology as it had already issued a written apology on Weibo earlier last week.
Dolce & Gabbana’s first apology came after Chinese celebrities announced they were boycotting the brand’s fashion show in Shanghai.
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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
According to online store Suning.com, they also decided to remove all Dolce & Gabbana products following the incident.
In response to the apology video, many Chinese netizens pointed out how the pair conveniently avoided mentioning what they were apologizing for specifically.
“They keep saying about this cultural difference thing, but never mention the racist comment which was not a result of cultural misunderstanding!” one commenter wrote.
“The key point that irritated the Chinese people was that u said those insulting words about the whole nation of China and found a ridiculous excuse of being hacked. Seriously after several days the apology finally came out insincerely like this? Nothing about the insulting words was even mentioned in your video,” another netizen chimed in.