LEMAIRE apologizes after being accused of insulting China: failed to fully consider cultural differences and sensitivities

On April 26, it was reported that recently, the French fashion brand LEMAIRE has been embroiled in a public controversy over a promotional campaign for a set of fragrance objects called ObjetsSenteur. The promotional photos released by the brand featured combinations of long braids, long dresses, and scissors, which were questioned for having an anti-Chinese tendency, sparking strong dissatisfaction among netizens.

This evening, LEMAIRE issued an official apology statement. “We have noticed the recent discussions surrounding the Objets Senteur series, specifically the Tresse objects and their presentation. Tresse is a handcrafted woven linen piece designed to hold fragrances. We sincerely apologize for any doubts, discomfort, or distress caused by this object and its visual expression.”

LEMAIRE stated, “We also realize that during this release and presentation, we did not fully consider the potential perceptual differences and sensitivities across different cultural contexts. As a brand serving a global, multicultural audience, we understand the importance of exercising greater caution in creative expression. The feedback we received is very important to us, and we have begun reflecting on and adjusting our internal processes to further enhance cultural awareness and responsibility, and to prevent similar incidents from happening again.”

LEMAIRE also expressed, “We sincerely thank our Chinese friends for their long-term support of the brand, and we appreciate the honest feedback regarding this incident. We will treat this event as an important opportunity for reflection, actively strengthen our internal cultural review processes, and in future communication and creation, hold ourselves to a more cautious, clear, and respectful standard.” (Sina Technology)