(Dolce&Gabanna, Milan Fashion Week 2012/Getty Images)

U subotu 18.studenog Dolce&Gabanna je na kinesku društvenu platformu Weibo postavio video u svrhu promocije nadolazeće modne revije u Šangaju, uz hashtag #DGLovesChina i #DGTheGreatShow, koja je ubrzo maknuta.

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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

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Sada već zabranjena, ta marketinška kampanja prikazuje mladu Kineskinju, odjevenu u crvenu D&G haljinu, kako štapićima pokušava jesti talijansku hranu poput kanelona ili pizze. U pozadini joj muški narator daje upute kako najlakše baratati štapićima kada je riječ o ‘velikim’ kanelonima. Mnogi Kinezi su ovaj video prozvali rasističkim te tvrde da prikazuje stereotip Kine a ne pravu kulturu. Išli su tako daleko da su i modela koji se pojavljuje u video modnoj kampanji ocijenili kao nedovoljno autentičnim. Vrlo brzo je video zabranjen i maknut s Weiboa, no proširio se društvenim mrežama.

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As @dolcegabbana prepares to mount their next runway show in Shanghai this coming evening (7:30PM) and the rest of Instagram fawns over what’s sure to be an overly lavish “love letter” to China, we’ll be wondering if we’ll see chopsticks as hair ornaments, take-out boxes as purses, or even kimonos misappropriated as Chinese costume. Time will tell. For now, we’ll let y’all simmer on this DM between Stefano and Dieter @michaelatranova (chronology is reversed in slides). Word has it that they’re still in the process of model casting (over 200 Asian girls scheduled)…wouldn’t let them walk the show if we were their agents lol. Also, curious what the Chinese government will think of their country being called shit basically…especially considering how strict they are on who to allow to enter the country on work visas based on a thorough social media background checks. • #DGTheGreatShow #DGlovesChina #runway #fashionshow #cancelled #racism #dolceandgabbana #altamoda #rtw #dgmillennials #stefanogabbana #shanghai #chinese #china #wtf #dumb #lame #asianmodel #asian #dietprada

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Pravi problem nastaje kada se dodatno na internetu pojavi prepiska između Stefana Gabanna i Diet Prade, točnije između Michaele P.T. Tranove i samog Stefana gdje ona poziva na bojkot D&G-a koristeći Instagram profil Diet Prade. Stefano odgovara na njezin Instagram ‘story’ i tu počinje vrijeđanje u kojem Stefano u jednom trenutku naziva Kineze g****** te ih proziva zbog toga što jedu životinje poput pasa. Izgleda da je Diet Prada ovdje dala zadnju riječ jer je otkazana revija koja se trebala održati danas u Šangaju. Vrijeme će pokazati kako će se dalje ova rasistička i seksistička borba do kraja odigrati.

Iz ureda Dolce&Gabanne se brane da im je profil bio hakiran te se ispričavaju svim Kinezima uz riječi da poštuju Kinu i kineski narod. Pokušava li sada ova talijanska modna kuća opravdati svoj faux pas pozivajući se na hakerski napad ili dijelite mišljenje da je ovaj modnu dvojac D&G rasistički nastrojen?

(D&G, MFW 2012/Getty Images)

Naše je mišljenje da je reklama možda malo previše seksistička, ali tu nikako nema riječi o rasizmu, tim više što D&G revije često nose modeli azijskog ili afričkog podrijetla. Možda je samo riječ o dobrom marketingu, jer znate kako se kaže ‘svaka reklama je dobra reklama’.