A Strategic Communication Plan for Dolce & Gabbana
(University Project)
(University Project)
1. Introductory Information
Established in 1985 in Legnano, Italy, Domenico Dolce and Stefano Gabbana created a leading international fashion brand, Dolce & Gabbana, that has its presence known in over seventy countries, including China, Italy, and the United States. Despite its great craftsmanship and quality products, the brand got canceled in 2018 for publishing a series of promotional videos following the Shanghai runway show. Therefore, this communication plan aims to save the brand from the further reputational crisis while regaining the trust of old consumers and acquiring new customers who are willing to engage with the brand with a positive mindset.
2. Research and Analysis
2.1. Background Analysis
On November 18, 2018, the Italian luxury powerhouse Dolce and Gabbana (D&G) released a series of controversial campaign videos on their multiple social media platforms. The advertisements were released in the hopes to garner the public’s interest before the runway show held in Shanghai, planned for November 21. The video featured an Asian woman struggling to consume Italian cuisine like cannoli, pasta, and pizza with a chopstick. The video triggered negative sentiments amongst the Chinese public, leading to an instant outcry, calling the video a distasteful mimicry of rich Chinese culture. The criticism intensified once Gabbana’s offensive remarks about China got leaked on major social media platforms on November 20. Amidst all the controversies, the brand canceled its show and attempted to repair the reputational loss as it faced a sales crisis in the Chinese market on November 22nd.
2.2. Situation Analysis
The situation analysis of D&G can be done with the help of the SWOT analysis given in Table 1.
On November 18, 2018, the Italian luxury powerhouse Dolce and Gabbana (D&G) released a series of controversial campaign videos on their multiple social media platforms. The advertisements were released in the hopes to garner the public’s interest before the runway show held in Shanghai, planned for November 21. The video featured an Asian woman struggling to consume Italian cuisine like cannoli, pasta, and pizza with a chopstick. The video triggered negative sentiments amongst the Chinese public, leading to an instant outcry, calling the video a distasteful mimicry of rich Chinese culture. The criticism intensified once Gabbana’s offensive remarks about China got leaked on major social media platforms on November 20. Amidst all the controversies, the brand canceled its show and attempted to repair the reputational loss as it faced a sales crisis in the Chinese market on November 22nd.
2.2. Situation Analysis
The situation analysis of D&G can be done with the help of the SWOT analysis given in Table 1.
Table 1: SWOT Analysis of Dolce & Gabbana
2.3. Research Findings
There is countless research that attempted to study and analyze the impact of this scandal on a brand’s reputation and Chinese customers.
Here are some of the key findings:
i. Brand Perception: As Chinese consumers are responsible for a third of all global luxury spending, London-based Brand Finance consultancy estimated a 20% decline in brand value of $937 million post-scandal.
ii. Cultural Sensitivity: The YouGov 2018 report highlighted a reduction of health score of +3.3 to -11.4, highlighting the importance of cultural sensitivity when it comes to marketing communication.
iii. Social Media Impact: Reuter Communications, a social media marketing company highlighted the power of social media and its impact on customer purchasing habits. With 67,000 tweets asking to ban D&G, it was safe to say that many Chinese consumers were not looking forward to being associated with the brand soon.
iv. Impact on Luxury Brands: Bain & Company, a consulting firm, conducted a study in 2019 that found that the D&G scandal has had a broader impact on the luxury fashion industry in China. It showed that Chinese customers were selective while making a luxury purchase and chose brands that demonstrated a genuine commitment to cultural diversity and sensitivity.
There is countless research that attempted to study and analyze the impact of this scandal on a brand’s reputation and Chinese customers.
Here are some of the key findings:
i. Brand Perception: As Chinese consumers are responsible for a third of all global luxury spending, London-based Brand Finance consultancy estimated a 20% decline in brand value of $937 million post-scandal.
ii. Cultural Sensitivity: The YouGov 2018 report highlighted a reduction of health score of +3.3 to -11.4, highlighting the importance of cultural sensitivity when it comes to marketing communication.
iii. Social Media Impact: Reuter Communications, a social media marketing company highlighted the power of social media and its impact on customer purchasing habits. With 67,000 tweets asking to ban D&G, it was safe to say that many Chinese consumers were not looking forward to being associated with the brand soon.
iv. Impact on Luxury Brands: Bain & Company, a consulting firm, conducted a study in 2019 that found that the D&G scandal has had a broader impact on the luxury fashion industry in China. It showed that Chinese customers were selective while making a luxury purchase and chose brands that demonstrated a genuine commitment to cultural diversity and sensitivity.
3. Campaign Strategy
3.1. Campaign Goals and Communication Objectives
To rectify the reputational harm caused by the aftermath of the China scandal, a comprehensive communication campaign can be developed to gain back the lost trust.
To rectify the reputational harm caused by the aftermath of the China scandal, a comprehensive communication campaign can be developed to gain back the lost trust.
i. Apology and Acknowledgment: D&G should issue a sincere apology to the Chinese audience, acknowledging the offense caused by the tone-deaf nature of the promotional videos. Thus, highlighting the importance of cultural sensitivity. This can be done through a statement released on their social media platforms and in traditional media outlets.
ii. Transparency: D&G can adopt the policy of transparency by allowing customers to see the scenes of their production processes on their social media platforms. By demonstrating the brand’s commitment to responsible and ethical practices, the brand can earn back the lost trust.
iii. Product Customization: D&G can customize its products to cater to the Chinese demographic, incorporating traditional Chinese designs and elements. This will highlight the brand’s commitment to respecting and understanding local customs and traditions.
iv. Brand Ambassador: D&G can appoint a well-respected figure in Chinese culture and fashion as the brand ambassador to connect better with local consumers and display their commitment to cultural sensitivity.
v. Engagement with Local Communities: D&G can partner with local charities and cultural institutions, and host events that celebrate Chinese culture.
vi. Thought Leadership: D&G can opt for a thought leadership position on cultural diversity and sensitivity by publishing opinion pieces in traditional media outlets and social media platforms, outlining the importance of the issue and what the brand is doing to address them.
vii. Influencer Partnership: D&G can partner with influential Chinese social media influencers so that the influencers can help spread positive messages about the brand and showcase its commitment to cultural sensitivity.
To ensure that the communication campaign rectifies the reputation of the brand, it is essential to establish clear and measurable objectives. Thus, here are potential communication objectives for the campaign:
i. Boost Media Coverage: The campaign aims to boost media coverage of D&G’s commitment to cultural diversity and sensitivity by securing at least 8 positive media features in prominent Chinese media outlets.
ii. Increase Social Media Engagement: The campaign aims to increase social media engagement by 20% on D&G’s official social media accounts in China, as measured by comments, likes, and shares on their posts.
iii. Enhance Influencer Partnerships: The campaign aims to improve influencer partnerships by securing collaborations with at least 4 influential Chinese social media influencers, with a combined following of at least 10 million users.
iv. Increase Sales: The campaign aims to increase sales of D&G merchandise in China by 14% compared to the previous year’s sales figures.
ii. Transparency: D&G can adopt the policy of transparency by allowing customers to see the scenes of their production processes on their social media platforms. By demonstrating the brand’s commitment to responsible and ethical practices, the brand can earn back the lost trust.
iii. Product Customization: D&G can customize its products to cater to the Chinese demographic, incorporating traditional Chinese designs and elements. This will highlight the brand’s commitment to respecting and understanding local customs and traditions.
iv. Brand Ambassador: D&G can appoint a well-respected figure in Chinese culture and fashion as the brand ambassador to connect better with local consumers and display their commitment to cultural sensitivity.
v. Engagement with Local Communities: D&G can partner with local charities and cultural institutions, and host events that celebrate Chinese culture.
vi. Thought Leadership: D&G can opt for a thought leadership position on cultural diversity and sensitivity by publishing opinion pieces in traditional media outlets and social media platforms, outlining the importance of the issue and what the brand is doing to address them.
vii. Influencer Partnership: D&G can partner with influential Chinese social media influencers so that the influencers can help spread positive messages about the brand and showcase its commitment to cultural sensitivity.
To ensure that the communication campaign rectifies the reputation of the brand, it is essential to establish clear and measurable objectives. Thus, here are potential communication objectives for the campaign:
i. Boost Media Coverage: The campaign aims to boost media coverage of D&G’s commitment to cultural diversity and sensitivity by securing at least 8 positive media features in prominent Chinese media outlets.
ii. Increase Social Media Engagement: The campaign aims to increase social media engagement by 20% on D&G’s official social media accounts in China, as measured by comments, likes, and shares on their posts.
iii. Enhance Influencer Partnerships: The campaign aims to improve influencer partnerships by securing collaborations with at least 4 influential Chinese social media influencers, with a combined following of at least 10 million users.
iv. Increase Sales: The campaign aims to increase sales of D&G merchandise in China by 14% compared to the previous year’s sales figures.
3.2. Publics
The scandal affected a wide variety of stakeholders mentioned below:
i. Chinese Customers: The scandal impacted the Chinese demographic who felt triggered by the advertising campaign and boycotted the brand.
ii. D&G Employees: The scandal impacted the morale of the employees associated with the campaign or working in the Chinese market.
iii. Stakeholders and Investors: The scandal impacted the financial performance, affecting the value of shares held by stakeholders and investors.
iv. Retail Partners: The scandal impacted the retail partners in China, as sales of the brand products declined.
iv. Retail Partners: The scandal impacted the retail partners in China, as sales of the brand products declined.
v. Fashion Industry Peers: The scandal affected the reputation of D&G’s peers who may have been associated with the brand as competitors.
vi. Government and Regulatory Bodies: The declining brand reputation impacted the Chinese government as they received requests for action from the Chinese public and businesses.
3.3. Key Messages
By taking concrete steps to rectify their past mistakes and rebuild the company’s reputation in China, the key message that D&G wants to convey is that they are committed to cultural diversity and sensitivity. By appointing a Chinese brand ambassador, engaging with local communities, customizing its products for the Chinese market, partnering with prominent social media influencers, and promoting its commitment to ethical and responsible business practices, D&G aims to showcase its commitment to respecting and understanding local traditions and customs. Therefore, earning the support and trust of Chinese customers, with a focus on the long-term, sustainable relationship.
3.4. Tactics
The content below highlights some of the tactics that D&G can use to successfully carry out the
campaign to rectify the reputational damage and help persuade the audience to see the brand in a positive light.
i. Social Media Content: D&G can develop a series of social media posts that display their commitment to cultural diversity and sensitivity, such as highlighting their partnership with local Chinese cultural institutions, sharing videos and posts from events that celebrate Chinese culture, and showcasing customized products designed specifically for the Chinese market.
ii. Influencer Partnerships: D&G can partner with influential Chinese social media influencers to spread positive messages about the brand and promote their commitment to cultural diversity. These influencers can feature D&G products in the posts and share their experiences at D&G collaborations and events.
By taking concrete steps to rectify their past mistakes and rebuild the company’s reputation in China, the key message that D&G wants to convey is that they are committed to cultural diversity and sensitivity. By appointing a Chinese brand ambassador, engaging with local communities, customizing its products for the Chinese market, partnering with prominent social media influencers, and promoting its commitment to ethical and responsible business practices, D&G aims to showcase its commitment to respecting and understanding local traditions and customs. Therefore, earning the support and trust of Chinese customers, with a focus on the long-term, sustainable relationship.
3.4. Tactics
The content below highlights some of the tactics that D&G can use to successfully carry out the
campaign to rectify the reputational damage and help persuade the audience to see the brand in a positive light.
i. Social Media Content: D&G can develop a series of social media posts that display their commitment to cultural diversity and sensitivity, such as highlighting their partnership with local Chinese cultural institutions, sharing videos and posts from events that celebrate Chinese culture, and showcasing customized products designed specifically for the Chinese market.
ii. Influencer Partnerships: D&G can partner with influential Chinese social media influencers to spread positive messages about the brand and promote their commitment to cultural diversity. These influencers can feature D&G products in the posts and share their experiences at D&G collaborations and events.
iii. Brand Ambassador Content: Chinese brand ambassadors can create content that addresses
the local market, like sharing insight into Chinese culture, showcasing their style, and highlighting their own experiences with D&G products.
the local market, like sharing insight into Chinese culture, showcasing their style, and highlighting their own experiences with D&G products.
iv. Product Customization: D&G can customize its products to cater to the Chinese demographic, incorporating Chinese designs and elements. They can display these products in their stores or through collaboration with local retailers, highlighting their commitment to local traditions.
v. Media Activation: D&G can host events celebrating Chinese traditions, featuring local Chinese models or collaborations with Chinese designers and artists.
vi. Media Relations: The brand collaborates with local media outlets to secure positive coverage that highlights its commitment to cultural sensitivity, showcasing the actions they have taken to rectify its
past mistakes. This can also be done by including a 60-minute interview with company executives/ambassadors.
past mistakes. This can also be done by including a 60-minute interview with company executives/ambassadors.
3.5. Risk Management
While executing the communication campaign, there might be several risks that need to be managed to ensure its success in the long run. The risks could be as followed:
i. Negative Sentiments: Lingering negative sentiments might still exist amongst Chinese customers towards D&G due to past controversies. To mitigate this risk, the brand can proactively address the controversy and publicly apologize for its past mistakes, rebuilding trust with Chinese consumers.
ii. Social Media Crisis: Social media, while being a powerful tool for engagement can amplify negative sentiments if not managed properly. To mitigate this issue, the brand can pay close attention to its social media channels to respond quickly and transparently to negative comments/feedback. Furthermore, they can proactively engage with positive comments to build a stronger community of brand advocates.
iii. Reputational Damage: If the campaign is poorly executed, it can potentially damage the brand’s reputation further. To avoid this issue, D&G should have a crisis management plan in place to prepare for a quick response if things go south. They should monitor the success of the campaign and willingly adjust the tactics if required.
iv. Brand Backlash: Despite the positive actions, there might be some individuals harping on the brand’s past mistakes. To mitigate this risk, the brand can focus on targeting new clientele and build relationships with those who are willing to engage with the brand positively.
v. Cultural Missteps: Despite best intentions, cultural missteps might occur when working with a foreign market. Thus, to mitigate this risk, the brand can work with local experts to ensure their actions are not misinterpreted. They can also conduct research and consult local customer
s to gain a deeper insight into local traditions.
While executing the communication campaign, there might be several risks that need to be managed to ensure its success in the long run. The risks could be as followed:
i. Negative Sentiments: Lingering negative sentiments might still exist amongst Chinese customers towards D&G due to past controversies. To mitigate this risk, the brand can proactively address the controversy and publicly apologize for its past mistakes, rebuilding trust with Chinese consumers.
ii. Social Media Crisis: Social media, while being a powerful tool for engagement can amplify negative sentiments if not managed properly. To mitigate this issue, the brand can pay close attention to its social media channels to respond quickly and transparently to negative comments/feedback. Furthermore, they can proactively engage with positive comments to build a stronger community of brand advocates.
iii. Reputational Damage: If the campaign is poorly executed, it can potentially damage the brand’s reputation further. To avoid this issue, D&G should have a crisis management plan in place to prepare for a quick response if things go south. They should monitor the success of the campaign and willingly adjust the tactics if required.
iv. Brand Backlash: Despite the positive actions, there might be some individuals harping on the brand’s past mistakes. To mitigate this risk, the brand can focus on targeting new clientele and build relationships with those who are willing to engage with the brand positively.
v. Cultural Missteps: Despite best intentions, cultural missteps might occur when working with a foreign market. Thus, to mitigate this risk, the brand can work with local experts to ensure their actions are not misinterpreted. They can also conduct research and consult local customer
s to gain a deeper insight into local traditions.
3.6. Ethical Considerations
When creating a campaign, it is essential to keep in mind some of the ethical considerations:
i. Accountability: They should hold the brand accountable for their poor judgment and ensure that they take meaningful steps to rectify their public image. This involves promoting equality and social justice and publicly committing to supporting causes related to inclusion and diversity.
ii. Cultural Sensitivity: The campaign should be respectful of Chinese culture, as the scandal involves insensitive cultural references. Therefore, the brand should avoid cultural appropriation and stereotypes.
iii. Empathy: The campaign should be empathetic towards those who were affected by the scandal, including the D&G employees and the Chinese community, by understanding their perspective and addressing their concerns.
iv. Transparency: The campaign should be transparent about the steps taken to address the issues caused by the promotional videos. This should include acknowledgment of mistakes, apology, and defined concrete steps to prevent a similar incident from happening in the future.
3.7. Budgeting
When creating a campaign, it is essential to keep in mind some of the ethical considerations:
i. Accountability: They should hold the brand accountable for their poor judgment and ensure that they take meaningful steps to rectify their public image. This involves promoting equality and social justice and publicly committing to supporting causes related to inclusion and diversity.
ii. Cultural Sensitivity: The campaign should be respectful of Chinese culture, as the scandal involves insensitive cultural references. Therefore, the brand should avoid cultural appropriation and stereotypes.
iii. Empathy: The campaign should be empathetic towards those who were affected by the scandal, including the D&G employees and the Chinese community, by understanding their perspective and addressing their concerns.
iv. Transparency: The campaign should be transparent about the steps taken to address the issues caused by the promotional videos. This should include acknowledgment of mistakes, apology, and defined concrete steps to prevent a similar incident from happening in the future.
3.7. Budgeting
Table 2: Budget for the D&G Campaign
4. Implementation
Figure 1: Campaign Timeline
The 60-minute interview, the social media posts on the main and the influencer’s page, and the launching of the customized bag would not take place until week-2 as the company would need time to reflect on the mistake and conduct actual research to understand the issue. By jumping the gun on week-1 to please one stakeholder (the consumer), they would formulate a poor message, resulting in more media backlash.
5. Evaluation and Adjustment
By following the project management steps, the D&G reputation rectification campaign can be executed and evaluated effectively.
i. Define Metrics: To evaluate the campaign’s success, metrics such as customer sentiment, brand perception, and sales performance must be defined.
ii. Collect Data: Data based on defined metrics can be collected throughout the campaign via social media listening tools, surveys, and sales data.
iii. Analyze Data: Data collected can be analyzed against the defined metrics, identifying areas of weakness and strength, and gaining insight into customers’ perceptions and behavior.
iv. Adjust Tactics: Based on data analysis, adjustments can be made to improve performance and achieve desired results. This can be done via media placement and messaging.
v. Repeat the Process: Repeat the evaluation and adjustment process throughout the campaign to achieve the desired results.
6. References
Consumers in Asia want brands to stand up for local causes. (2018). Kantar. https://go.millwardbrown.com/Kantar-Purpose-in-Asia-2018
D’Arpizio et al. (2019, January 2019). The future of luxury: A look into tomorrow to understand today. Bain & Company. https://www.bain.com/insights/luxury-goods-worldwide-market-study-fall winter-2018
Fasanella, K. (2009, September 09). What does it cost to prototype a bag or clothing line? Fashion Incubator. https://fashion-incubator.com/what-does-it-cost-to-prototype-a-bag-or-clothing-line/ - :~:text=1%208%20hours%20of%20pattern%20work%20%40%20%2450,hour%20%3D%2425%20 5%20Total%20labor%20%3D%20%24575%20minimum
Hoo, F. S. (2019, February 05). What a runway show costs. Vogue Business. https://www.voguebusiness.com/companies/cost-of-runway-show-christian-siriano-discount universe
Lee, I. (2023, February 13). New Ruder Finn survey shows consumers want brands to listen but don’t expect them to agree. Cision. https://www.prnewswire.com/news-releases/new-ruder-finn survey-shows-consumers-want-brands-to-listen-but-dont-expect-them-to-agree-301744579.html
Lim, S. (2018, December 5). Dolce & Gabbana’s branding at all time low in China after racist ad scandal. The Drum. https://www.thedrum.com/news/2018/12/05/dolce-gabbanas-branding-all-time low-china-after-racist-ad-scandal
Staff, R. (2018, November 21). Dolce & Gabbana cancels Shanghai show after “chopsticks” advert goes viral. Reuters. https://www.reuters.com/article/dolcegabbana-china-idUSL4N1XW2OE
Tashjian, R. (2018, November 27). A full timeline of the crisis at Dolce & Gabbana. Garage. https://garage.vice.com/en_us/article/7xyk8a/dolce-gabbana-racist-ad
Press, A. (2019, November 28). Dolce & Gabbana fiasco shows importance, risks of China market. NBC news. https://www.nbcnews.com/news/asian-america/dolce-gabbana-fiasco-shows-importance risks-china-market-n940706
Ruder Finn and consumer search group jointly announce the 2021 China luxury forecast. (2021, June 08). Rudder Finn. https://www.ruderfinnasia.com/en/news/ruder-finn-consumer-search-group jointly-announce-2021-china-luxury-forecast/
Vallery. (2022, October 06). The history of Dolce & Gabbana. China Merchants Holdings (International) Company Limited. https://www.cmhi.com.hk/the-history-of-dolce-gabbana/
MEDIA RELEASE
Holding Statement
Dolce & Gabbana Release Statement Regarding Cultural Appropriation Backlash
Milan, Italy - The Dolce & Gabbana brand released a statement addressing the cultural appropriationcrisis in November 2018. The luxury fashion brand has taken responsibility for the actions of its
co-founder, Stefano Gabbana, and apologized for any offense that happened to provoke Chinese
people and their culture.
The statement read, "Dolce & Gabbana acknowledge the harm our actions have caused, and we
take full responsibility for the cultural insensitivity displayed. We deeply apologize to our friends
in China and worldwide for any offense caused. We are highly conscious that this was not the
proper way to appreciate and collaborate with cultures."
The brand also emphasized its commitment to diversity and cultural understanding, stating, "We
are committed to creating a culture of respect and inclusion, and we will continue to work
towards a better understanding of different cultures and their customs. It has been our part of
philosophy for decades to believe that fashion is for everyone regardless of their background,
culture, or identity."
The brand's handling of the crisis has included canceling its Shanghai fashion show and severing
ties with individuals involved in the controversy. However, the statement also desired to rebuild
trust and relationships with the Chinese market.
"We understand that rebuilding trust will take time, and we are committed to taking the necessary
steps. We appreciate the support of our customers and partners and are committed to working
together to move forward from this unfortunate incident," the statement concluded.
The Dolce & Gabbana brand has learned valuable lessons from this crisis and will continue to
work towards cultural sensitivity and inclusion in all aspects of its business.
Contact:
Media Relations
Dolce & Gabbana
media@dolcegabbana.com
News Release
Dolce & Gabbana Taps Fei Fei Sun as Brand Ambassador
Milan, Italy - The designers and CEO of Dolce & Gabbana, Domenico Dolce, and Stefano
Gabbana, are proud to announce the appointment of Fei Fei Sun as the brand ambassador for
China. This appointment of Fei Fei Sun as its brand ambassador is a demonstration of its
commitment to promoting cultural diversity and inclusivity worldwide. The brand looks forward
to continuing its efforts to build strong relationships with its customers and partners around the
world.
"Dolce & Gabbana is excited to welcome Fei Fei Sun as our new face of the brand in China,"
said Domenico Dolce and Stefano Gabbana. "We strongly believe in promoting cultural
diversity, and Fei Fei Sun is a perfect representation of this. We are delighted to welcome her
aboard, she is known for her talent striking features, and versatile look with poise and grace.
Truly the perfection to embodies the luxuries of Dolce&Gabbana."
Dolce & Gabbana's selection of Fei Fei Sun acknowledges the company's ongoing commitment
to building positive relationships with its customers and partners around the world while also
taking time to reflect and grow.
"Domenico Dolce and Stefano Gabbana were personally involved in this appointment," said the
brand's spokesperson. "They are committed to promoting cultural diversity, and they believe that
Fei Fei Sun is the perfect choice to represent these aims."
Fei Fei Sun expressed her enthusiasm for her new role, saying, "I am privileged to be Dolce &
Gabbana's brand ambassador. I believe that cultural diversity and understanding are critical, and I
am thrilled to be working with a brand that shares my values."
Contact:
Media Relations
Dolce & Gabbana
media@dolcegabbana.com
Gabbana, are proud to announce the appointment of Fei Fei Sun as the brand ambassador for
China. This appointment of Fei Fei Sun as its brand ambassador is a demonstration of its
commitment to promoting cultural diversity and inclusivity worldwide. The brand looks forward
to continuing its efforts to build strong relationships with its customers and partners around the
world.
"Dolce & Gabbana is excited to welcome Fei Fei Sun as our new face of the brand in China,"
said Domenico Dolce and Stefano Gabbana. "We strongly believe in promoting cultural
diversity, and Fei Fei Sun is a perfect representation of this. We are delighted to welcome her
aboard, she is known for her talent striking features, and versatile look with poise and grace.
Truly the perfection to embodies the luxuries of Dolce&Gabbana."
Dolce & Gabbana's selection of Fei Fei Sun acknowledges the company's ongoing commitment
to building positive relationships with its customers and partners around the world while also
taking time to reflect and grow.
"Domenico Dolce and Stefano Gabbana were personally involved in this appointment," said the
brand's spokesperson. "They are committed to promoting cultural diversity, and they believe that
Fei Fei Sun is the perfect choice to represent these aims."
Fei Fei Sun expressed her enthusiasm for her new role, saying, "I am privileged to be Dolce &
Gabbana's brand ambassador. I believe that cultural diversity and understanding are critical, and I
am thrilled to be working with a brand that shares my values."
Contact:
Media Relations
Dolce & Gabbana
media@dolcegabbana.com