French Fashion Brand Lemaire Apologizes After Ad Sparks Backlash Among Chinese Consumers Over 'Cultural Sensitivity'
Key facts
- French Fashion Brand Lemaire Apologizes After Ad Sparks Backlash Among Chinese Consumers Over 'Cultural Sensitivity'
- Lemaire has apologized and removed advertising content after Chinese netizens accused the brand of using culturally offensive symbols, such as long braids, associated with China's period of national humiliation.
- Source: PR Times
- Date: April 28, 2026
Direct answer
Lemaire has apologized and removed advertising content after Chinese netizens accused the brand of using culturally offensive symbols, such as long braids, associated with China's period of national humiliation.
- Citation
- French Fashion Brand Lemaire Apologizes After Ad Sparks Backlash Among Chinese Consumers Over 'Cultural Sensitivity' (April 28, 2026), PR Times
- Source
- PR Times
- Date
- April 28, 2026
Lemaire has apologized and removed advertising content after Chinese netizens accused the brand of using culturally offensive symbols, such as long braids, associated with China's period of national humiliation.
📋 Article Processing Timeline
- 📰 Published: April 28, 2026 at 16:20
- 🔍 Collected: April 28, 2026 at 16:31 (11 min after Published)
- 🤖 AI Analyzed: April 28, 2026 at 18:26 (1h 55m after Collected)
French fashion brand Lemaire's recent advertisement sparked controversy for featuring elements like long braids, leading Chinese consumers to accuse the brand of 'inappropriately using cultural symbols related to modern history's humiliation.' Lemaire has since deleted the content and issued an apology.
Mainland media outlet Southern Metropolis Daily reported that in a series of ads for 'Objets Senteur' fragrance accessories, a model appeared with a long braid and long robes, holding scissors. Some Chinese netizens questioned whether the imagery inappropriately used historical Chinese symbols, sparking heated discussion.
Lemaire issued an apology on Weibo on the 26th, stating they had noted the discussions regarding the 'Tresse' object and its presentation in the Objets Senteur series. Tresse is a hand-woven linen piece designed to carry fragrance. The brand expressed sincere regret for any doubt, discomfort, or trouble caused by the imagery and objects.
The statement added that Lemaire realized it had failed to fully consider the differences in perception and sensitivity across different cultural contexts during the release. As a global brand with a diverse audience, Lemaire acknowledges its responsibility to be more prudent in creative expression. The feedback is vital, and the brand is already reviewing and adjusting internal processes to enhance cultural awareness and prevent similar incidents.
Reports indicate that the controversial images are no longer searchable on Lemaire's social media accounts.
Lemaire has been expanding rapidly in China, opening its largest global flagship store in Shanghai in January and its third China store in Beijing in March.
Lemaire's Artistic Director stated previously that Beijing was the brand's first stop in China in 2011, making the opening of the Beijing flagship a significant step. The brand hopes the space will serve as a bridge to connect with the city's culture.
Lemaire was founded in Paris in 1991 by Christophe Lemaire, the former creative director of Hermès.
Mainland media outlet Southern Metropolis Daily reported that in a series of ads for 'Objets Senteur' fragrance accessories, a model appeared with a long braid and long robes, holding scissors. Some Chinese netizens questioned whether the imagery inappropriately used historical Chinese symbols, sparking heated discussion.
Lemaire issued an apology on Weibo on the 26th, stating they had noted the discussions regarding the 'Tresse' object and its presentation in the Objets Senteur series. Tresse is a hand-woven linen piece designed to carry fragrance. The brand expressed sincere regret for any doubt, discomfort, or trouble caused by the imagery and objects.
The statement added that Lemaire realized it had failed to fully consider the differences in perception and sensitivity across different cultural contexts during the release. As a global brand with a diverse audience, Lemaire acknowledges its responsibility to be more prudent in creative expression. The feedback is vital, and the brand is already reviewing and adjusting internal processes to enhance cultural awareness and prevent similar incidents.
Reports indicate that the controversial images are no longer searchable on Lemaire's social media accounts.
Lemaire has been expanding rapidly in China, opening its largest global flagship store in Shanghai in January and its third China store in Beijing in March.
Lemaire's Artistic Director stated previously that Beijing was the brand's first stop in China in 2011, making the opening of the Beijing flagship a significant step. The brand hopes the space will serve as a bridge to connect with the city's culture.
Lemaire was founded in Paris in 1991 by Christophe Lemaire, the former creative director of Hermès.
FAQ
What are the key facts in this article?
Lemaire has apologized and removed advertising content after Chinese netizens accused the brand of using culturally offensive symbols, such as long braids, associated with China's period of national humiliation.
What is the direct answer?
Lemaire has apologized and removed advertising content after Chinese netizens accused the brand of using culturally offensive symbols, such as long braids, associated with China's period of national humiliation.
What is the source and date?
PR Times: https://www.cna.com.tw/news/acn/202604280198.aspx | April 28, 2026