In July 2022, French luxury fashion company Dior faced criticism from Chinese consumers and supporters of traditional Chinese clothing after introducing a pleated skirt in its Fall 2022 collection. The controversy began because the skirt had structural features that many people believed closely resembled the traditional Chinese mamianqun, also known as the “horse-face skirt,” a garment with a long history in Chinese fashion. Dior described the product as a new version of its signature silhouette but did not identify the mamianqun or Chinese culture as an influence. As images of the skirt circulated online, Chinese social media users and Hanfu enthusiasts questioned why the cultural connection was not acknowledged. The controversy later expanded beyond social media, with demonstrations occurring outside a Dior store in Paris. The incident created an international discussion about cultural appropriation, cultural recognition, and how global fashion companies should communicate the cultural influences behind their designs.
Reflection Memorandum
The purpose of this project is to explore how multinational corporations should communicate with audiences from diverse cultural backgrounds when controversies arise regarding cultural representation. I have chosen as my case study a 2022 dress designed by Dior that sparked controversy due to its resemblance to the traditional Chinese “pockmarked skirt.” Through this project, I aim to demonstrate that while companies draw inspiration from different cultures, they should also recognize the importance of cultural history and pay it appropriate respect.
Each section of this project is tailored to a different audience and serves a distinct purpose. The complaint letter is addressed to Dior and articulates the concerns of a Chinese consumer in a direct yet professional tone. The response letter, written from Dior’s perspective, addresses the consumer’s concerns while proposing possible solutions. The social media posts are aimed at a broader public audience and are therefore shorter, clearer, and more accessible. Formal letters are appropriate for both the complaint and the response, as they allow both parties to articulate the issues in a professional and detailed manner.
One challenge I faced was how to present both sides’ perspectives fairly. This project helped me understand how audience, culture, tone, and communication style influence the way information is received.
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