Year of the Tiger shoot bites fashion house Gucci
Print Edition
Gucci’s latest attempt to court Chinese customers has backfired.
As usual, with the Lunar New Year approaching, luxury brands are unveiling limited-edition collections, which this year is all about the Year of the Tiger.
Gucci’s tiger-themed collection features various renditions of the tiger appearing on clothes, shoes and accessories.
In the advertisements, tigers sit perched on a piano, lie on rugs or walk around as a group of models enjoy an afternoon tea party in a grand house. The tigers are seemingly their pets.
But the depictions soon drew fire on the Internet. Animal rights activities accused the Italian fashion house of using the tigers as props to promote its new collection.
“Gucci is hopelessly out of touch with our current understanding of wild animals’ needs and best interests,” said Elisa Allen, director of People for the Ethical Treatment of Animals.
The China Biodiversity Conservation and Green Development Foundation also protested Gucci’s “exploitation of tigers.”
“We are not opposed to filming wildlife in the natural landscape if it’s within animal ethics. But we don’t accept such commercial promotions,” it said on its Weibo account. “Gucci filmed tigers for commercial purposes, which violates business ethics and encourages illegal hunting and trading of endangered animals in a disguised form.”
Gucci insisted no animals were harmed. “A third-party animal welfare organization, American Humane, monitored the sets ... and verified that no animals were harmed,” it said.
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