The world of luxury is constantly filled with excitement and controversy. In recent times, several events have managed to grab our attention, such as the scandal involving Kanye West, Alessandro Michele’s sudden departure from Gucci, the Balenciaga controversy, and the emergence of Choc Z in China. However, another phenomenon is currently causing waves in the luxury industry – the clash between Kim Kardashian and Balenciaga.
The controversy erupted due to Balenciaga’s latest campaign, which featured children with problematic teddy bears. The campaign, deemed “scandalous,” inadvertently broke the internet, leading to a swift and fierce reaction from Kim Kardashian, who is known as the “Balenciaga Queen.” Kardashian expressed her disgust and outrage at the campaign, stating that as a mother of four children, she was deeply disturbed by the images. She further added that she had chosen to remain silent initially, with the hope of understanding how such a campaign could have been approved. However, she emphasized that Balenciaga’s response to the issue and their willingness to take responsibility would determine her future collaboration with the brand.
This clash between Kim Kardashian and Balenciaga marks a historic moment in the world of brand ambassadors in the West. Traditionally, brand ambassadors have remained silent in the face of scandals that hit the brands they represent. However, this incident highlights a shifting dynamic, where ambassadors are no longer willing to stay silent, even in the face of increasingly restrictive contracts.
Interestingly, this phenomenon is not entirely new. It originated in China back in 2018 during the Dolce & Gabbana affair when the brand faced severe backlash for an advertisement that featured a Chinese woman struggling to eat pizza with chopsticks. To make matters worse, Stefano Gabbana made racist comments, leading to outrage from the Chinese ambassadors of Dolce & Gabbana themselves. This incident, along with others related to Taiwan and the Uighurs, has impacted various brands, including Coach, Versace, Givenchy, and Burberry.
The Chinese ambassadors’ ability to expose and speak out against their sponsors has become increasingly common. With the recent clash between Kim Kardashian and Balenciaga, it begs the question – are we witnessing the sinicization of Western ambassadors? Only time will tell.
To read more about the Balenciaga and Kim Kardashian controversy, click here.
To learn about the Dolce & Gabbana scandal in China, click here.
