Thousands of D&G goods have disappeared from online platforms and retail stores after Chinese consumers chose to boycott the luxury brand.According to retail owners they were forced to halt the sale of the D&G goods after customers started returning them.
It all started when the D&G launched a video advert of a Chinese woman struggling to eat pizza and other Italian food with chopsticks. It became worse when offensive comments that were allegedly sent from Stefano Gabbana’s personal Instagram account went public.
The video ad and comment spread like wild fire on Chinese social media causing consumers and celebrities to boycott its products.People responded by posting videos of themselves burning the brand’s clothes or cutting them into pieces and using them to wash their toilets.
After the backlash on social media Stefano Gabbana and co-founder Domenico Dolce appeared in a video message posted on social media to apologize Chinese people all over the world.