Luxury fashion brand Burberry has come under fire for its recently unveiled Chinese Lunar New Year campaign, with many labelling it as “creepy”.
The campaign, which according to Burberry seeks to “celebrate family traditions and togetherness during the festive period”, is being criticised for its sombre mood.
Social media users have taken to Weibo and Twitter to slam the ad, with one Weibo user writing: “These people look like actors of horror movies. Sorry, no luck.”
Another user wrote: “Unhappy family, unhappy Burberry. No one is looking normal.”
One critic went as far as claiming the ad looked like “a group of people who plan to kill this ultra-rich grandma and keenly fight over her inheritance”.
Advertising heavyweight Cindy Gallop also denounced the ad, claiming the final campaign would be better had a female creative been included.
— Cindy Gallop (@cindygallop) January 7, 2019
Burberry is yet to make a statement on the criticism.
The controversy follows a series of other brand mishaps by high-end luxury fashion houses advertising to the Chinese market.
In late November, Dolce & Gabbana was forced to cancel a long-awaited fashion show in China following an outcry over “racist” campaign videos from the brand.
The controversial social media posts which sparked the outcry featured a Chinese model eating spaghetti, pizza and other Italian foods with chopsticks.
The content was deemed culturally offensive by many and criticism of the videos was quick.
The situation was made worse when screenshots of an Instagram post from co-founder of Dolce & Gabbana Stefano Gabbana began circulating, where he had used poop emojis to reference China.