ROAST THE RUNWAY
The sky was overcast on November 21, 2018, and a light drizzle fell on the Shanghai World Expo Exhibition and Convention Center in China as the Italian luxury brand Dolce & Gabbana put the finishing touches on an event space twice the size of the Royal Palace of Milan. There was a 24-metre rotating stage, three gold catwalks, and sets decorated with gold mirrors. The brand’s founders, Domenico Dolce and Stefano Gabbana, had designed a new collection for the occasion, an all-night fashion extravaganza dubbed “The Great Show”. The production aimed to blend Dolce’s signature molto Italiano style with Chinese heritage. Festivities were to run well into the night, with more than 300 models to walk before an estimated audience of 1500.
But the show’s carefully laid plans had begun to unravel. To promote the event on social media, Dolce & Gabbana had produced videos of a Chinese model struggling to eat Italian food with chopsticks. Off-camera, a male voice teased her. “Let’s use these small stick-like things to eat our great pizza margherita,” the narrator said as the model giggled and covered her face. “It’s still way too big for you, isn’t it?” he said as she battled a large cannolo.
When Dolce & Gabbana posted the videos three days before the show, Chinese internet users complained about “outdated views of China” and racism. On November 19, Jing Daily, a luxury consumer trends website, reported that “Boycott Dolce” had been discussed on Weibo more than 18,000 times.
