The year 2018 witnessed a spectacular and cautionary tale in the world of international luxury fashion. Dolce & Gabbana, a brand synonymous with opulent Italian craftsmanship and high-end glamour, experienced a dramatic and public implosion in China, a key market for its growth. The catalyst? A series of controversial videos and leaked private Instagram messages, collectively igniting a firestorm of outrage that ultimately led to the cancellation of a major Shanghai fashion show and a significant blow to the brand's reputation. This incident, which became inextricably linked to the concept of "zuo ye" (作孽) in Chinese culture, serves as a potent example of the perils of cultural insensitivity in the globalized marketplace.
The incident, often referred to as the "Dolce & Gabbana China controversy," began with the release of a series of promotional videos for the upcoming "The Great Show" in Shanghai. These videos, intended to showcase the brand's upcoming collection against the backdrop of Chinese culture, instead sparked widespread accusations of racism and cultural appropriation. The videos depicted a Chinese model struggling to eat Italian food with chopsticks, a seemingly clumsy and stereotypical portrayal that many Chinese viewers found offensive and patronizing. This perceived mockery of Chinese culture, amplified by the brand's choice to use a distinctly Western lens to portray a traditionally Eastern practice, ignited a wave of negative reaction on Chinese social media platforms like Weibo.
The videos themselves, however, were only the tip of the iceberg. Further fueling the controversy were leaked private Instagram messages allegedly exchanged between Stefano Gabbana, one of the brand's co-founders, and a user who had criticized the promotional campaign. These messages, which were quickly circulated online, contained highly offensive and disparaging remarks about Chinese culture and people. The leaked conversations, widely considered authentic, revealed a blatant disregard for Chinese sensibilities and a deeply ingrained cultural insensitivity on the part of Gabbana. The messages, far more damaging than the videos alone, exposed a level of arrogance and contempt that further alienated the brand from its Chinese consumer base.
The phrase "zuo ye" (作孽), which translates roughly to "to do evil deeds" or "to commit a sin," perfectly encapsulates the Chinese public's perception of Dolce & Gabbana's actions. The brand's actions weren't simply a misstep in marketing; they were seen as a profound act of disrespect towards a significant culture and its people. The concept of "zuo ye" goes beyond simple mistakes; it implies a karmic consequence for actions that are morally reprehensible. The swift and severe backlash against Dolce & Gabbana in China reflected this understanding of "zuo ye" – a retribution for the brand's perceived transgressions against Chinese culture.
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