Dior facing a lingering controversy on China over a recent photo

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French fashion brand Dior continued to face a lingering controversy on Chinese social media on Wednesday over a recent photo accused of smearing the image of Chinese women, with some Chinese netizens demanding an explanation from the company as well as the photographer.
Given the massive size of China's luxury market, which is one of the biggest revenue contributors to many global fashion brands, such a lingering controversy could pose a delicate situation for companies, as the Chinese public have become increasingly sensitive toward foreign companies' depiction and treatment of Chinese people and culture.

In 2020, China's luxury goods market grew by 48 percent despite the COVID-19 pandemic, according to industry data. Strong Chinese demand for Dior gave a $10 billion boost for its parent company LVMH, Bloomberg reported in April.

The controversy surrounding Dior started several days ago. The photo, which was on display at a Dior fashion exhibition that opened at the West Bund Art Center in Shanghai on Friday, shows a model with single eyelids and dark skin dressed in traditional Chinese clothing and holding a Dior bag. The photo was shot by well-known Chinese fashion photographer, Chen Man.

The photo triggered a controversy on Chinese social media over the past several days, with some criticizing the photo as depicting Chinese females in a way that feeds into Western stereotypes. But some netizens also pointed out that the photo departs from typical standards of beauty in China, which are often characterized by fair skin and large eyes.

The brand has since removed the controversial poster from its social media platforms but didn't offer any explanation. 

An article published by China Women's News newspaper noted that such photos by Dior showed the "pride and prejudice" of Western brands in their aesthetics and culture, and that such images reflect an intention to smear the image of Chinese women and distort Chinese culture.

Source:globaltimes

Editor: Crystal H

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