巴黎世家七夕“土味营销”冲上热搜，网友：“中国风”才不是这样！

一年一度的“七夕节”将至，最近一些时尚大牌也相继推出了“七夕特别款”的商品。而其中，巴黎世家的七夕广告，却因为“土”而冲上了热搜……

图源：新浪微博截图

那么有多“土”呢？只见男女模特拿着写着中文字的包包，穿着玫红、粉蓝色的秋冬装，或深情凝望，或眺望远方，眼神里藏不住的深（惊）情（喜）。↓↓↓

图源：巴黎世家天猫

广告图中的爱心里，还有这样的“土味情话”：“就自恋，包容不怕自黑的大女主”。

图源：巴黎世家天猫

“爱上我，让我染红的真心包围你。”

图源：巴黎世家天猫

还有“懂我心，你就有个时髦粉红小包袱”……

图源：巴黎世家天猫

产品的设计相比于广告就简单粗暴很多了，在基础款的沙漏包上加上了：我爱我，他爱我，我爱你，你爱我↓↓↓

图源：巴黎世家天猫

French fashion brand Balenciaga launched a new series of bags for Chinese Valentines' Day on August 25, but the promotional images for the limited series has not received a warm welcome from Chinese netizens as expected.

In one of the promotional photos, a man can be seen giving one of the red limited series bags to a woman. The couple are standing in front of what is clearly just a photo of a waterfall, while several flowers and hearts have been pasted into the foreground. The same woman also appears in photos where purple is the main color.

很快，各路网友们便纷纷吐槽起了巴黎世家这波“土味”的迷之审美，相关话题也成了热搜。



对于这次的“土味营销”，甚至有部分网友认为是对中国文化和中国人审美的侮辱，有“辱华”之嫌。


但也有一部分网友认为称其“辱华”有点言过其实，品牌只不过在通过反向营销博眼球。

The hashtag "Balenciaga's advertisement unattractive" broke into the hot search chart on China's Twitter-like Sina Weibo as hundreds of netizens condemned the brand for just going through the motions and not considering the tastes of Chinese consumers.

Some netizens said the promotion left them wondering if the brand was deliberately trying to insult the tastes of Chinese people.

而这次的争议也让人们想起了巴黎世家之前的“辱华”黑历史。

2018年4月，有网友发视频爆料，巴黎世家当天发售新款鞋，现场不少人排队。一名中国阿姨在排队购物时遭遇外国人插队，阿姨欲阻止，却被对方推搡。中国阿姨的儿子冲过来理论，结果被一群外国人打了。最后插队的人买到了鞋子，中国阿姨被请走了。

爆料者还称，发生冲突后，“法国保安拉架只控制中国人”，“巴黎世家专柜侮辱守规矩排队的中国人，让中国人滚出去”。

很快“抵制巴黎世家歧视华人”便在微博上成为热门话题，不少网友要求巴黎世家道歉。

图源：新浪微博截图

随后，巴黎世家也发声明道歉。

图源：@Balenciaga 官微

In April 2018, WeChat user Paizhao Zhuli posted a video showing a Balenciaga salesclerk in a Printemps store in Paris insulting Chinese customers who were lining up to enter the store, telling them to get out and never return to buy shoes.

According to the blogger, the bizarre incident erupted after a Chinese woman criticized five foreigners for cutting in line and one of the line cutters pushed the woman away and threatened to punch her. Her son quickly jumped to her defense and was beaten to the ground by the group.

In thevideo that circulated on Chinese social media and YouTube, a security guard can be seen dragging the son away as he is being beaten.

According to a report from the Xinhua News Agency, the mother and her son were told to leave, while the line-cutters were allowed into the store.

不过，这也不是时尚大牌们迷惑的“中式审美”第一次被吐槽了。比如，2019年初Burberry的新年广告摩登新禧，广告中的人物表情和画风让网友大过年的看的后背发凉。

图源：@ Burberry 官微

This isn't the first time that luxury brands have found themselves in hot water with Chinese netizens over controversial designs.

In 2019, Burberry's Chinese New Year ad campaign celebrating family vibes and togetherness was likened to Asian horror films by depicting eight unsmiling models. Many netizens mocked the photos as creepy and uncomfortable.

为了争取中国市场，许多时尚大牌都开始在农历新年、七夕等中国传统节日中推出“中国风”产品，但想要迎合中国市场，各大品牌还是要多多调研，了解中国传统文化与价值观。

中国风在不同人的心中有不同的理解，但若仅仅为了圈钱，对中国文化缺乏了解和尊敬，随意地堆砌中国元素，用古怪的审美吸引眼球，不光中国消费者不会买账，这些品牌自己也会陷入尴尬的境地。

Whether or not the controversies bring them a desired outcome, understanding China's traditions and values is always a prerequisite.

An extravagant campaign lacking respect and acknowledgment of Chinese aesthetics cannot connect with Chinese shoppers and win their hearts. Furthermore, pursuing eccentric tastes in the name of fashion usually ends up with misunderstandings, which may embarrass not only Chinese consumers but also themselves.

综合来源：中国日报双语新闻 环球时报 “英伦圈”公众号