epic shit show, Dolce & Gabbana have finally issued a proper apology for hurting the feelings of more than 1.4 billion people, however, Chinese netizens say that it’s too little, too late.n the wake of this week’s
The Italian fashion house’s trouble began at the start of this week with a “D&G Loves China” marketing campaign intended to promote its big-budget, star-studded fashion show in Shanghai. The advertisements included videos of an Asian woman attempting to eat a pizza, cannoli, and spaghetti with chopsticks. In responding to criticism from Chinese net users that the ads were racist, co-founder Stefano Gabbana escalated the problem into a crisis, allegedly writing things like “the country of [shit] is China” and “China Ignorant Dirty Smelling Mafia” on Instagram.
While Gabbana claimed that he had been hacked and had not written these comments, no one in China believed him. Soon, Chinese celebs were pulling out en-masse from attending the Shanghai show, forcing Dolce & Gabbana to cancel the event at the last minute. It had been planned as the biggest show in the company’s 33-year history.
Yesterday, Gabbana and his co-founder Domenico Dolce released a short written statement, expressing their regret at the cancellation of the show, but falling short of actually apologizing for the fashion world’s biggest trainwreck of the year. Unsurprisingly, it was not well-received on the Chinese internet.
— Dolce & Gabbana (@dolcegabbana) November 21, 2018
Today, the two co-founders decided to try again, releasing a stark video apology where they asked for forgiveness and spoke about their “love” for Chinese culture:
“Over the past few days we have thought long and hard with great sadness. about everything that has happened and what we have caused in your country and we are very sorry. Our families have always taught us to respect the various cultures in all the world and this is why we want to ask your forgiveness if we have made mistakes in interpreting yours.
We also want to apologize to all of the many Chinese people throughout the world. We take this apology very seriously as well as this message.
We have always been in love with China. We’ve visited and seen many of its cities. We love your culture and we certainly have much to learn. That is why we are sorry if we made mistakes in the way we expressed ourselves.
We will never forget this experience and it certainly will never happen again. In fact we will work to do things better. We will respect the Chinese culture in every possible way. From the bottom of our hearts, we ask for forgiveness.
At the moment, the apology’s Weibo post has more than 150,000 comments with the vast majority of netizens not in a forgiving mood, writing that the groveling comes too little, too late to save the company’s prospects in the Middle Kingdom.
“The apology video was sent by the hacker. It has nothing to do with D&G,” reads one of the top comments. “Did your account just get hacked again?” another joked.
Netizens accused the pair of caring not about hurting the feelings of the Chinese people, but of hurting their company’s chances of securing more money from wealthy Chinese shoppers. The shitstorm surrounding the brand has now kicked off a boycott in China with people holding up “Not Me” signs outside of Dolce & Gabbana locations, mirroring Stefano Gabbana’s Instagram post in which he claimed to have been hacked.
Meanwhile, the company’s products have been removed from all of China’s major e-commerce sites and none other than Zhang Ziyi has declared that she will never buy from the brand again, effectively telling D&G to “eat shit.”