Instagram has become a top critic and arbiter for fashion brands. In a transparent social network, it is easy to surface cases of plagiarism or unfair treatment of industry participants that would otherwise go unnoticed.
For example, Diet Prada (Instagram page) became the initiator of one of the most high-profile scandals with Dolce & Gabbana. In 2018, the brand posted a video timed to coincide with a show in Shanghai, in which a Chinese model tries to eat an Italian cannoli dessert with chopsticks – the fashion house was immediately accused of disrespect for Asian culture.
Another famous case involved the Balenciaga house. In 2017, casting director James Scully wrote on Instagram about the inadequate attitude of his colleagues (Maida Gregory Boyne and Rami Fernandez) to models during the selection to participate in the show of the brand’s autumn-winter collection.
Loewe, whose costume as compared to the uniform of concentration camp prisoners, fell into disgrace at various times. Gucci, whom the Sikh coalition accused of cultural appropriation due to turbans on the catwalk. Prada, who was convicted of racism because of the figures in the form of monkeys, and many others.
As a result, brands have begun to hire professionals who can protect them from such reputation risks. According to Zara spokesman Amaya Guillermo, “The company has implemented a three-step product monitoring process. First, a special algorithm analyzes each drawing for offensive elements or words. Then each garment is reviewed by a special committee at the brand’s headquarters in Spain and then sent to local committees in each market where the product will be sold. “