Valentino, the renowned fashion house, faced severe backlash from the Japanese public following the release of its new Japanese campaign photos. The controversy stemmed from a controversial scenography that was seen as cultural appropriation. The campaign, which showcased Valentino’s Spring/Summer 2021 collection, featured Mitsuki Kimura, also known as Kōki, sitting or walking on a fabric resembling the obi, the traditional belt worn with kimonos.
The Japanese audience reacted swiftly and expressed their outrage towards the images. The issue at hand was the perceived offense to their culture through the photographic concept. In Japan, the kimono holds immense cultural significance, representing the country’s history and craftsmanship. Many internet users voiced their criticism, stating that sitting on an obi demonstrated a lack of respect and understanding of foreign cultures. They accused Valentino of cultural appropriation, with some comparing it to trampling on the Japanese national flag.
In response to the controversy, Valentino promptly withdrew the campaign and issued an apology. The brand acknowledged the unintentional resemblance of the fabric to the traditional Japanese obi and expressed deep regret for any offense caused. Valentino also pledged to promote a culture of equality and inclusion on a global scale. However, despite these apologies, there are still internet users who remain unconvinced.
Cultural appropriation has proven to be a highly sensitive subject for brands, often resulting in controversies and boycotts. Three years ago, Dolce & Gabbana faced a similar scandal in China when their advertising campaign was deemed disrespectful towards Chinese culture. With the ongoing #StopAsianHate movement and increased awareness within the luxury industry, it remains to be seen if Valentino can mend its relationship with the Japanese audience.
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For more information on cultural appropriation and its impact, you may find the following resources helpful:
– Vogue: The Impact of Cultural Appropriation in Fashion
– The New York Times: Only Culture Can Save Us
