The controversy surrounding Dolce & Gabbana began when a series of advertisements promoting a fashion show in Shanghai were released on social media platforms. The ads featured a model struggling to eat Italian food with chopsticks, which many perceived as culturally insensitive and racist. This marketing misstep ignited a firestorm of criticism online, with social media users and various influencers calling out the brand for reinforcing negative stereotypes about both Chinese culture and the Italian brand itself. Consequently, the backlash was swift, leading to significant backlash from Chinese consumers, media, and retail partners.

In response to the escalating situation, Dolce & Gabbana's founders, Domenico Dolce and Stefano Gabbana, issued a public apology. They expressed regret over the incident, acknowledging the offense caused and emphasizing their respect for Chinese culture. However, the apologies arrived too late to salvage the scheduled fashion show in Shanghai, which was ultimately canceled, leaving many disappointed, given its high profile and the brand's investment in the event.

This incident not only sparked discussions about cultural sensitivity in fashion marketing but also highlighted the precarious nature of the fashion industry in navigating diverse global markets. The cancellation of the event marked a significant moment in the ongoing dialogue about the responsibility brands have in portraying cultures respectfully and accurately, particularly in today's interconnected world.