In March, the French luxury house Chanel announced a pause of its operations in Russia, cancelling deliveries and shutting down its online store. The brand said its 17 boutiques and retail venues in major shopping centers, employing 371 people, would remain closed in the country.
News circulated online a month later claiming Russians were barred from purchasing Chanel items for export. A Telegram channel author, Laura Dzhugeliya, was among the first to report the trend:
“A friend of mine works at a Chanel store in Dubai. When they learned the customer was Russian, nothing was sold. They asked for a phone number and spotted the +7 country code, then said the sale wouldn’t proceed. The claim, according to Jugelia, ties the selling ban to Chanel’s general stance on Russians, not to the Dubai location.”
A similar account emerged from a Russian shopper named Liza Litvin. She said a Dubai boutique asked her to sign an agreement before payment, promising not to wear Chanel items in Russia. The Antigloss Telegram channel’s moderators commented that a Milan purchase story involved a hotel delivery issue because the buyer’s nationality was detected. They suggested Russians faced tax exemption limitations in that scenario. — attribution: coverage and social chatter around sanctions and brand policies
Chanel representatives were quick to explain that the selling ban for Russian customers stemmed from sanctions the company had to comply with. Yet the discourse heated online, with a social media flash mob where Russians began publicly condemning Chanel bags.
Prominent Russian voices joined the discussion. Marina Ermoshkina, a PR professional and TV host, posted a video in which she stated that if Chanel is asking people to choose their homeland over the brand, she no longer needs Chanel. The scene unfolded with bags being cut or discarded. Later, DJ Katya Guseva and presenter Victoria Bonya participated, while Olga Buzova urged Chanel to refund purchases. Some stars, including Yana Rudkovskaya and Ksenia Borodina, opted out of participating. — attribution: public reactions and celebrity responses
On April 8, fresh images surfaced showing a Chanel boutique on Stoleshnikov Lane defaced with Nazi-era stickers. Earlier in Paris, brand storefronts had also faced anti-brand messaging. A Parisian Chanel representative told RIA Novosti that Russians could buy bags with a bank card when the payment is processed in their name.
Indonesia versus Louis Vuitton
Two years prior, a boycott movement in Indonesia targeted French luxury brands during the protest Aksi 211, signaling opposition to policies deemed hostile toward Islam. The most memorable moment featured Muslim women in Jakarta biting into Louis Vuitton bags to protest remarks attributed to Emmanuel Macron about Islam. Indonesian influencer Ari Untung pledged to stop wearing major French labels, including Celine, Saint Laurent, Chanel, and Louis Vuitton, sharing his plan to discard the items publicly. — attribution: historical protests and public statements
One participant wrote on social platforms that products from French brands should not enter the wardrobe of someone who deeply respects the Prophet, regardless of price. This sentiment framed broader tensions between some Islamic communities and France’s political rhetoric.
The context deepened as tensions between the Muslim world and France intensified after a Pakistani student was attacked near the Charlie Hebdo offices and Emmanuel Macron announced a crackdown on radical Islamism. A rash of subsequent events and policy responses intensified debates about freedom of expression and religious sensitivities. The government’s response included a stated aim to reinforce republican values through policy proposals.
Indonesia’s president Joko Widodo condemned Macron’s remarks as insulting to Islam, urging a respectful stance. Turkish President Recep Tayyip Erdogan also called for a boycott of French goods, though consumer action remained limited in many markets. Similar calls spread to other Muslim-majority nations, though practical outcomes varied by country.
China’s stance on Dolce & Gabbana, Dior and Burberry
As the largest market for luxury goods, China has seen several new episodes where Western fashion houses faced backlash. The 2018 D&G incident began with a Shanghai show setback after a controversial social media campaign that was perceived as disrespectful toward Chinese culture. A leak of racist messages from Stefano Gabbana intensified the controversy, and brands like Chanel, Louis Vuitton, and others faced pressure as consumers questioned brand sensitivity.
By 2019, multiple brands faced public relations challenges in China over items perceived as politically misaligned, including portrayals of territories and regions. Brands quickly issued apologies and reiterated adherence to the One China principle.
In 2021, Burberry confronted scrutiny over Xinjiang cotton and the alleged use of forced labor, prompting a public response from a Chinese ambassador and related cultural backlashes. The brand later pledged humanitarian assistance to flood-relief efforts in Henan, a move designed to reaffirm community support amidst reputational strain.
Across these episodes, brand responses varied but often centered on clarifying policies, engaging with local markets, and balancing global image with regional expectations. The industry’s current landscape shows how public sentiment, cultural considerations, and policy actions increasingly intersect with luxury branding and consumer loyalty. — attribution: industry-wide coverage and brand responses