In the high-stakes world of fashion, a single misstep can send shockwaves through a brand, threatening its reputation, consumer trust, and market position. Fashion brands, despite their glamorous appearances, are no strangers to scandals, controversies, and crises. These events can be triggered by anything from poor business practices to social missteps, and when they do occur, they demand swift, strategic crisis management.

Fashion management students, at JD Institute, are equipped with the skills to handle such challenges. The course of Fashion Management ensures that students are well-prepared to manage brand crises with a professional mindset, understanding both the business and creative sides of the fashion world.

Dolce & Gabbana’s Cultural Misstep in China

In 2018, Dolce & Gabbana found itself in the middle of a PR nightmare when a promotional video featuring a Chinese model attempting to eat Italian food with chopsticks was deemed offensive. The backlash intensified after racist comments were allegedly made by the brand’s co-founder, Stefano Gabbana.

Crisis Management Strategy: The brand issued an apology and attempted damage control by emphasizing their respect for Chinese culture. However, the response was delayed and perceived as insincere, leading to widespread boycotts and removal of products from Chinese e-commerce platforms. The key takeaway? Timing and authenticity in crisis response are everything.

H&M’s Racially Insensitive Advertisement

In 2018, H&M faced severe backlash after releasing an ad featuring a Black child wearing a hoodie with the phrase “Coolest Monkey in the Jungle.” This led to global outrage, protests, and even store vandalism in some regions.

Crisis Management Strategy: H&M swiftly removed the ad, issued a public apology, and appointed a diversity leader to oversee brand communication. This case underscores the importance of diversity awareness in marketing and the role of quick corrective action in damage control.

Burberry’s Noose Hoodie Controversy

During London Fashion Week in 2019, Burberry unveiled a hoodie featuring a drawstring designed like a noose, triggering outrage for its insensitivity toward suicide and mental health issues.

Crisis Management Strategy: Burberry immediately removed the product and issued an apology, with the CEO personally addressing the matter. The brand also implemented stricter review processes for designs, proving that internal quality checks are vital to prevent such missteps.

Gucci’s Blackface Sweater Incident

Gucci sparked outrage in 2019 when it launched a black turtleneck sweater that resembled blackface imagery. The backlash was swift, with calls for boycotts and criticism from influential figures in the industry.

Crisis Management Strategy: Gucci quickly pulled the sweater from stores and launched an internal diversity initiative, hiring a global director for diversity and inclusion. This incident highlighted how even high-end brands must be culturally sensitive in their designs and marketing.

Victoria’s Secret and the Lack of Inclusivity

For years, Victoria’s Secret faced criticism for its lack of diversity, body inclusivity, and trans representation. The breaking point came in 2018 when the brand’s former CMO made dismissive comments about plus-size and transgender models.

Crisis Management Strategy: As sales declined and competitors gained traction, Victoria’s Secret finally revamped its marketing approach by hiring diverse brand ambassadors and rebranding its fashion show. However, the delayed response had already cost the brand a significant loss in market dominance.

Key Takeaways for Future Fashion Managers

Each of these scandals serves as a lesson in the importance of cultural awareness, social responsibility, and timely crisis management. In today’s interconnected world, fashion brands must prioritize ethical practices, be attuned to global sensitivities, and respond proactively when facing backlash.

For aspiring fashion professionals, understanding crisis management is just as vital as mastering design and branding. This is where institutions like JD Institute of Fashion Technology equip students with industry insights, real-world case studies, and strategic Fashion Management skills. Learning from past brand missteps allows students to navigate future challenges with confidence, ensuring that creativity is not overshadowed by controversy. 

Fashion is more than just trends—it’s about responsibility, adaptability, and impact. Are you ready to be the next leader who shapes the industry with innovation and integrity?