The meteoric rise and subsequent tumultuous fall from grace of Dolce & Gabbana (D&G) in China serves as a stark warning about the perils of cultural insensitivity in the globalized marketplace. The brand’s 2018 crisis, sparked by a series of controversial videos and subsequent social media outbursts, exposed the fragility of international brand reputation in the age of instant communication and widespread social media outrage. This timeline meticulously documents the events leading up to, during, and following the crisis, highlighting the key players, the nature of the offense, and the long-term consequences for the luxury fashion house.
Phase 1: The Igniting Spark – The "Eating with Chopsticks" Video Series (November 2018)
The initial catalyst for the D&G crisis was a series of three short promotional videos released in the lead-up to their “The Great Show” in Shanghai. These videos, aimed at promoting the upcoming fashion show, depicted a young Chinese woman attempting to eat traditional Italian food – pizza, cannelloni, and caprese salad – with chopsticks in a clumsy and arguably stereotypical manner. The videos, intended to be lighthearted and humorous, were widely perceived as condescending and mocking of Chinese culture and eating habits. The perceived cultural insensitivity was immediately amplified by the choice of music and the overall tone of the videos, which many viewers interpreted as patronizing and disrespectful.
* November 19, 2018: The three videos are released on social media platforms, including Instagram and Weibo (a popular Chinese social media platform). Initial reactions are mixed, with some finding the videos amusing while others express concern about their cultural implications.
* November 20, 2018: Negative sentiment begins to escalate rapidly. Chinese social media users, including prominent influencers and celebrities, voice their outrage, calling the videos racist, offensive, and culturally insensitive. The hashtag #DGLovesChina, initially intended to promote the show, is quickly hijacked by critics to express their disapproval.
* November 20-21, 2018: The controversy spreads rapidly beyond China, gaining traction in international media outlets. The conversation shifts from a localized critique to a global discussion about cultural appropriation and the ethical responsibilities of multinational brands.
Phase 2: The Escalation – Stefano Gabbana's Instagram Outburst (November 2018)
The situation deteriorated significantly when Stefano Gabbana, co-founder of Dolce & Gabbana, engaged directly with critics on Instagram. His responses, characterized by insults, dismissive remarks, and derogatory comments towards China and its people, further inflamed the situation. These actions transformed a manageable public relations crisis into a full-blown international scandal.
* November 21, 2018: Gabbana's personal Instagram account becomes a battleground. He responds to criticisms with aggressive and offensive comments, including using derogatory terms and emojis. Screenshots of these exchanges are widely circulated, amplifying the negative sentiment.
* November 21-22, 2018: The controversy explodes across social media. Chinese celebrities, including actors, singers, and models, publicly boycott the brand, withdrawing from the upcoming Shanghai fashion show. Major Chinese e-commerce platforms, including Alibaba's Tmall and JD.com, remove D&G products from their sites.
* November 22, 2018: The brand attempts damage control by issuing an apology on Weibo, claiming the Instagram account had been hacked. However, this statement is met with widespread skepticism, given the volume and nature of Gabbana's comments.
current url：https://vhdscv.d319y.com/blog/dolce-gabbana-crisis-timeline-38684