LEMAIRE apologized on Weibo April 26 after braid imagery sparked cultural sensitivity backlash in China. Brand admits failure to consider cultural differences, vows respect.
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French Brand Issues Apology After Braid Imagery in Campaign Sparks Controversy in China
If you have been following the fashion scene in China lately, you might have noticed that the French label LEMAIRE has found itself in the middle of a significant social media storm. The brand, which is usually known for its quiet, minimalist aesthetic, recently released a promotional campaign for its new fragrance accessory line called ObjetsSenteur.
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Things took a turn when netizens began pointing out specific imagery in the photos—notably the combination of long braids, long robes, and scissors. For many viewers, these elements felt uncomfortably close to certain historical tropes, leading to widespread accusations of cultural insensitivity and a heated debate across Chinese digital platforms.
On the evening of April 26, LEMAIRE took to its official Weibo account to address the backlash head-on. The brand explained that the specific item at the center of the controversy, the Tresse, is actually a hand-woven linen object designed to hold fragrance. However, they didn't shy away from the criticism. In their statement, they offered a sincere apology for the "doubts, discomfort, and trouble" caused by the objects and the visual expression of the campaign. It seems the brand realized that their creative vision didn't quite land the way they intended when viewed through a different cultural lens.
The company admitted that they failed to fully consider the "perceptual differences and sensitivities" that can arise in various cultural contexts. As a brand that caters to a global and multicultural audience, they acknowledged that they carry a responsibility to be more careful with their creative expressions.
By strengthening their internal cultural review moving forward, they hope to communicate with a more "prudent, clear, and respectful attitude" in their future projects.
LEMAIRE was founded in Paris back in 1991 by Christophe Lemaire, the former creative director of Hermès. The brand built its reputation on French minimalism and high-end craftsmanship. Its connection to the mainstream market grew even stronger in July 2018, when Fast Retailing—the parent company of Uniqlo—acquired a minority stake in the label.
Source: 上观新闻
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