The renowned Italian luxury brand Fendi has landed in hot water following claims that it misrepresented the cultural roots of a handbag’s design. The handbag, adorned with woven motifs echoing the traditional Chinese Knot, was erroneously credited to Korean artistry in the brand’s marketing materials.
The Chinese Knot, a decorative craft with origins in the Tang and Song dynasties, rose to fame during the Ming and Qing eras. It is distinctively known for its elaborate patterns crafted from a single strand of thread.
Fendi’s customer service communicated to the Global Times that they have fielded numerous inquiries related to the situation, and the company is presently looking into the matter. The promotional message on Instagram claimed, “In Korea, Fendi partnered with local artisan Kim Eun-Young, who has been an expert in Maedeup—a traditional craftsmanship involving the tying and fastening of a single long string to create ornamental knots—since 1965.”
Following the post’s dissemination on Chinese social media, a wave of netizens accused Fendi of cultural appropriation, causing the issue to trend on Sina Weibo, where a related hashtag became the second most popular on the platform that Thursday afternoon.
One observer noted, “While Fendi’s collaborative bag design is visually striking, attributing the Chinese Knot weaving technique to Korean craftsmanship is misguided. The brand should honor Chinese heritage.”
In response to the uproar, Fendi took down the controversial promotional content from Instagram, with the platform suggesting that the post might have been deleted or hidden due to privacy restrictions. As of Thursday afternoon, the company had yet to release any updates from their inquiry but assured customers they would continue to keep tabs on the situation.
Hu Yu, a professor at Tsinghua University’s School of Journalism and Communication, stressed the necessity for brands engaged in international business to fully grasp the cultural contexts from which they draw their influences. He remarked that Fendi’s predicament highlights the significance of cultural awareness and the need for cross-cultural brands to align commercial aspirations with a deeper appreciation of cultural stories. He proposed that enlisting cultural scholars and experts in product evaluation could facilitate more sustainable outcomes for such enterprises.