Dolce & Gabbana, Which Has Been Boycotted Around The World, Is "Back To Soul".

Whether you like it or not, Dolce & Gabbana has come back.

This luxury brand in Italy has once again become the focus of the awarding ceremony red carpet, and it is also frequently seen in fashion magazines' interviews and blockbusters. In the past few weeks, actress Greta Gerwig, Blake Lively, Lupita Nyong 'O, and even Kate princess have passed through the brand in public. This Tuesday, brand loyal powder, Melania Trump (US first lady) in Donald Trump (Donald Trump)'s state of the Union address of the president, once again appeared in the dark Dolce / Gabbana package. Merania Trump.

In 2018, after the designers Domenico Dolce and Stefano Gabbana insulted Japanese fashion industry, Selena Gomez, Selena and the Chinese, many critics urged that the brand disappear from the first stars.

In about a year, the Dolce & Gabbana logo decorating dress did not appear on the awards ceremony. The sudden "soul" has made the mystery brand of the fashion industry continue to open a new chapter of mystery: why does the brand always come back, no matter what its controversial founder says or what he does?

This time, some people in the industry thought that Lucio Di Rosa was the hero. He joined Dolce & Gabbana as director of global star and VIP relations at the beginning of 2020. He also worked in Versace for 15 years before serving Armani.

Evan Ross Katz, a fashion writer who has been following the trend of the brand, said: "Lucio is the darling of fashion. He has a close relationship with stylists and stars. " Recently, he released a video post on social media: the star stylist Karla Welch condemned the brand's video at the BoF West forum, and Katz pointed out that Welch used to dress up its customers last month with Dolce Gabbana.

Welch did not respond to requests for comment.

Princess Kate wore Dolce & Gabbana photo last month: Getty Images

Others believe that Dolce & Gabbana never really disappeared. Under China's boycott, the brand's revenue in the fiscal year ended March 2019 increased by 5% to 1 billion 380 million euros. China is the world's second largest luxury market. In November 2018, Dolce & Gabbana released a video clip describing a Chinese model clumsily eating noodles with chopsticks, and the designer's subsequent inappropriate response, triggering people's boycott.

The rebound in sales is a signal that even though other brands are competing fiercely through marketing strategies, diversity committees and other emphasis on consumers' positions on politics and social issues, Dolce & Gabbana's hostility to critics and political contempt are still viable strategies.

The brand also did not respond to our request for comment.

If any conclusion can be reached, that is, the anger of consumers and the hot topic tag of boycott may temporarily damage the image of a brand in social media, but these can still be offset by advertising and enhancing personal relationship with stars and editors.

Kimberly Jenkins, assistant professor of fashion studies at the University of von Jacson, said: "in the end, fashion brands will know that although people are offended by what they are designing or what they may be doing, hundreds of consumers are willing to pay for it."

Next, BoF summarizes the controversy triggered by the Dolce & Gabbana brand and the timetable for its quiet return.

Prelude

January 2007

The advertising management board of the United Kingdom has banned an advertisement map of Dolce & Gabbana, which depicts the scene of a model waving a knife and a knife wound on the body, after which 160 public complaints were received.

September 2012

Dolce & Gabbana released a black female modeling earring with colonial imagery in its 2013 spring and summer fashion show. "The guardian" reported: "it is undeniable that they are disgusting".

March 2015

In an interview with Panorama magazine in Italy, the two designers said they opposed the concept of homosexual parents. "We oppose gay adoption. The only family is the traditional family," Dolce said. "I don't believe in people I call chemical children and synthetic children." Gabbana seems to agree with the comments that homosexual families are "not a fashion". This statement sparked public anger, and Elton John publicly appealed for boycott. However, many fashionable coffee shops kept silent at that time. Anna Wintour, Cindi Leive, Roberta Myers, Ariel Foxman and Joanna Coles rejected New York Times's interview. The author of the newspaper, Jacob Bernstein, wrote at the time that "it acquiesced in the power of important advertisers in the publishing world". A few months later, Dolce apologized for his comments in an interview with the US Edition of Vogue magazine.

Protestors outside Dolce & Gabbana stores: Source: Getty Images

March 2016

The brand sells "slave sandals" decorated with POM balls on the Internet at a price of $2395. The product name caused a strong response from netizens, and Teen Vogue, Fashionista and other media reported this controversy. BoF editor in chief Imran Amed told New York Times: "considering that this is not the first time they are in trouble, you may think they should be more careful."

June 2017

On Instagram, the designers expressed their support for Merania Trump enthusiastically. The first lady often wears their clothes. The two designers also made fun of the controversy and launched their own "#boycottdolcegabbana" (boycott DG) slogan T-shirt, priced at $245.

Dolce & Gabbana fashion show outside the photo source: Getty Images

April 2018

Gabbana discussed the brand succession plan of two people in the interview. "I don't want a Japanese designer to design clothes for Dolce & Gabbana," he told Reuters.

Decline and decline

June 2018

Gabbana commented on the Instagram post of singer Selena Gomez: "proio brutta!!!" this phrase can be translated roughly as "she is too ugly." At BoF West Losangeles forum, star stylist Karla Welch said, "I am very sick of this. When trying on the clothes, there were DG clothes on the Longmen rack. Then I said, "no, these can be taken away." It's too mean. " Another stylist, Jason Bolden, added: "you never saw DG on my coat hanger from the beginning. Their styling is really amazing and makes everyone look good. But my customers will say, 'what? I can't wear it. I don't have to talk about it. "

November 2018

Dolce & Gabbana released an advertisement on its social media account showing a Chinese model who tried to eat Italian food with chopsticks. The video was deleted in 24 hours after a strong protest by Chinese netizens and Diet Prada. Soon after, Gabbana captured a screenshot of racist messages sent to a netizen who criticized him. Both the brand and Gabbana claim that their accounts have been attacked by hackers.

Dolce & Gabbana controversial advertisement: Source: Instagram

Chinese consumers shared their videos of cutting and burning Dolce & Gabbana. Chinese celebrities such as Zhang Ziyi, Li Bingbing and Chen Kun said they would not attend the big show in Shanghai, and the brand cancelled the event. Models including Lucky Blue Smith and Estelle Chen also withdrew from the show. Tmall, Jingdong and other Chinese retailers have deleted the products of Dolce & Gabbana from their website. China's stores and its Crawford brand also removed products from the brand. The two designers then released an apology video on social media.

January 2019

Kim Kardashian (Kim Kardashian) published an essay on Dolce & Gabbana brand on Instagram and marked the brand. After being criticized by fans, she quickly deleted the post.

January 2019 to February

There was no Dolce / Gabbana dress on the Golden Globe, Oscar and other activities on the red carpet.

Soul returning

March 2019 to August

Some stars began to wear Dolce & Gabbana in public, including Katyy Perry Katy (Perry) appearing in American Idol (American Idol) in May. Meanwhile, fashion magazines continue to cover the brand's products on the cover, including the Ashley Graham cover of the British edition of Harper's Bazaar magazine and the cover of Kris, Kylie and Stormi Jenner of the Arabia version of Vogue. Kim Kardashian released a series of photos on Instagram, one of which is Dolce's photo, and the picture says, "thank you, Domenico!" I hope North is a good assistant. " This time, she did not delete the post.

Kim Kardashian's post photo source: Instagram

August 2019

According to Reuters, the company's filing documents show that sales of brands in the Asia Pacific market have declined. However, with the growth of US sales, its global income is also growing.

October 2019

Olivia Coleman (Olivia Coleman) appeared in the cover of the 10 edition of the American version of Vogue, wearing Dolce & Gabbana cloaks and trousers. This photo was taken by Anne Leibowitz (Annie Leibovitz) and modeled by Tonne Goodman.

Olivia Coleman is wearing Dolce & Gabbana photo source: the other side offers

December 2019

More and more celebrities are starting to wear the brand's clothing, including Evan Rachel Wood, Kris Jenner and Corey Gamble, Jennifer Hudson, Dwayne Johnson, Hudson and Jenner.

January 2020

Lucio Di Rosa joined Dolce & Gabbana as the director of VIP and VIP. As a senior member of the industry, he worked as a similar position in Versace for 15 years before working in Giorgio Armani.

January 2020 to February

Dolce & Gabbana appeared in many stars of the Golden Globe Awards, Grammy and other high specification activities, marking the return of the brand to the red carpet. Other tier stars include: Blake Lively, Lupita Nyong ", Matthew McConaughey, Gwen Stefani and Jennifer Garner.

Blake Lively is wearing Dolce & Gabbana dress skirt. Photo source: Instagram

Even Princess Kate wore a custom Dolce & Gabbana tweed suit for charity. Karla Welch18, a stylist, publicly opposed the designer a month ago. She wore Dolce & Gabbana for her client Big Little Town and marked the brand on Instagram post at the Grammy Awards ceremony. This post has attracted criticism. Welch subsequently deleted the brand label and closed the comment function. At the same time, Dolce & Gabbana continues to emerge in top magazines. On the cover of the American version of the Harper s Bazaar fashion show, Kylie Jenner wore a Dolce Gabbana advanced custom dress.