Riccardo Tisci for Givenchy’s “Chola Victorian” show
BRAND RESPONSIBILITY By: Hugo Barrillon
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hat do the Star of David, the jungle, Kent State University, Chinese gowns, and pink triangles all have in common? Interestingly enough, this isn’t a bad riddle – it’s bad branding. For those of you unfamiliar with the most recent scandal of poor taste, earlier this year, H&M came out with a childrens sweatshirt with the words “Coolest Monkey in the Jungle” written across the front. Seemingly harmless, controversy began when the multinational retailer used a black boy as a model for the sweatshirt. This insensitive marketing decision seemed to draw a parallel between black people and their historical, dehumanizing portrayal as monkey-like. This is just the newest example in a long history of retailers creating insensitive clothing or advertisements such as Zara’s Star of David children’s shirts, and Urban Outfitters’ seemingly blood-stained Kent State sweatshirt. With over 2100 stores in 88 countries and 15.4 billion euros of net sales, a brand like Zara has a platform to influence what people think and wear, and they have a responsibility to promote respect and not perpetuate stereotypes or portray sensitive moments with insensitivity. Fast fashion brands are not the only offenders of cultural respect and white-washing, however. Time after time, we see high fashion brands debut runway looks stolen or stereotyped from cultures with the excuse that it is for the art of fashion. The 2015 Met Gala exhibit, “China Through the Looking Glass,” is a perfect example of this
12 | MODA Magazine | Spring 2018
