Dior Faces Social Media Meltdown In China

Angelababy, who is often referred to as the “Kim Kardashian of China” said in a video that Dior is her “favorite brand.” Almost immediately upon publication on Dior’s official Weibo and WeChat accounts late last month, the uproar from netizens has been unanimous, with vociferous backlash for the brand’s choice of endorser.

Critics have mentioned that Dior should have done more market research before getting Angelababy on its bandwagon and felt the former reality television star is no match to the brand’s roster of previous international ambassadors, including A-list Hollywood stars Charlize Theron and Natalie Portman. And that’s not the end of it, some Chinese consumers have even pledged to boycott purchasing Dior products due to Angelababy’s endorsement.

Dior’s response has been muted, however, there has been no further posts from Angelababy on the brand’s social media accounts. This is not the first time such a ruckus has happened in the region…Swiss luxury watchmaker Jaeger-LeCoultre recent partnership with vlogger-comedian Papi Jiang received much backlash while Chanel had to ditch singer Coco Lee from celebrity endorsement duties as Hong Kong consumers felt her campy on-stage style didn’t suit the brand and expressed their collective displeasure.

Brands, particularly luxury ones, shouldn’t be swayed by ridiculously massive social media numbers of their potential endorsers in China, instead, they should be moving their spends into conventionally safe options such as art festivals, bonafide A-listers and sleek branded content. Alternatively, brands could be braver too, for example, why can’t they follow the lead of certain watchmakers and leverage on the likes of scientists, sports stars, and adventurers or even offer a real-life glimpse into the world of their master craftsmen.