Gucci is a luxury fashion brand that has been around for nearly a century. The brand has been known for its iconic designs and high-quality products.
However, in recent years, the brand has faced criticism from the public and media over allegations of cultural appropriation and insensitivity towards social issues. In 2019, Gucci released their fragrance ‘Gucci Guilty Black’, which sparked yet another controversy. The question on everyone’s minds was – is Gucci Guilty Black or Him?
The Backstory
Gucci Guilty Black is a fragrance by the luxury fashion brand that was launched in 2013. It was marketed as a ‘sensual oriental floral’ scent that had an ‘intense and dark’ aura to it. The fragrance was created by perfumer Aurelien Guichard and had top notes of pink pepper and red fruits, heart notes of violet, raspberry, and jasmine, and base notes of patchouli and amber.
The Controversy
While the fragrance itself did not cause any controversy, it was the marketing campaign that drew criticism from the public. The advertisement for the fragrance featured a couple engaged in a passionate embrace with the male partner holding onto the female partner’s neck while she held onto his shoulder. Many people found this image to be disturbing as it seemed to depict violence against women.
Moreover, many people pointed out that the model used in the advertisement looked very young and could be mistaken for a minor. This led to further criticism about how brands sexualize young girls in their marketing campaigns.
Gucci’s Response
In response to the backlash, Gucci issued an apology stating that they did not intend to offend anyone with their marketing campaign for Gucci Guilty Black. They also stated that they would remove all images related to the campaign from their social media accounts.
However, this apology did not seem to satisfy everyone. Many people felt that the apology was insincere and that the brand was not taking responsibility for their actions. Moreover, this was not the first time that Gucci had faced criticism over their insensitive marketing campaigns.
The Verdict
So, is Gucci Guilty Black or Him? The answer is not so simple.
While the fragrance itself did not cause any harm, it was the marketing campaign that caused offense and sparked controversy. Gucci’s response to the backlash was also criticized for being inadequate.
In conclusion, it is essential for luxury fashion brands like Gucci to be more mindful of their marketing campaigns and ensure that they do not offend or belittle any community or individual. It is also important for them to take responsibility for their actions and apologize sincerely when they do make mistakes. As consumers, we must hold brands accountable for their actions and demand better from them.