"As a longtime Lemaire fan, when I saw the braid accessory and how it was displayed, especially the one next to a scissor, I was utterly disappointed. Always trust your instinct when you come across cultural content that makes you feel uncomfortable."
"How come such a cultured brand has no budget to hire a local Chinese consultant?"
"The incident spread rapidly a day after the release of the images. The brand has since disabled the comment section on Instagram and deleted related posts on both Instagram and Xiaohongshu."
Lemaire's recent campaign for its first olfactory collection sparked controversy in China due to its use of culturally sensitive imagery. A model was depicted with a Qing Dynasty-style braided hair, alongside a still life of the braid next to scissors. Chinese netizens criticized the brand for its editorial direction and lack of cultural sensitivity. Despite the backlash, the scent diffuser product remains available for purchase. The campaign's imagery has previously drawn criticism, echoing concerns from Lemaire's earlier collections.
Read at WWD
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