French minimalist fashion label LEMAIRE has issued a public apology after facing strong backlash in China over a promotional photoshoot that many social media users claimed carried sensitive historical connotations.
The controversy erupted after the brand released visuals for its “Objets Senteur” fragrance series, featuring a handwoven object resembling a long braid placed alongside a pair of scissors. The imagery quickly triggered heated debate online in China.
Many netizens interpreted the combination of the braid and scissors as a reference to the historical “queue cutting” period during the late Qing Dynasty, with some accusing the campaign of cultural insensitivity.
The backlash intensified rapidly across social media platforms, prompting widespread criticism and calls for accountability. The brand subsequently restricted comments on its official posts in an attempt to contain the reaction.
On April 26, LEMAIRE posted a formal apology on its official Weibo account, acknowledging that the campaign failed to fully consider cultural differences and sensitivities in its visual presentation.
The company stated that it regretted the discomfort caused and said it recognised that it had not adequately accounted for how the imagery could be perceived in different cultural contexts.
LEMAIRE added that it would take the incident as a learning experience and strengthen its internal review processes to avoid similar issues in the future.
Founded in 1991 by former Christophe Lemaire, the brand is known for its understated aesthetic and has previously served as creative director at Hermès.
In recent years, LEMAIRE has expanded its presence in China, including the opening of a flagship store in Shanghai’s Wukang Road area earlier this year, part of its broader global retail expansion strategy.
However, some Chinese commentators criticised the apology as insufficient, arguing that the brand should have exercised greater cultural awareness given its growing commercial presence in the Chinese market.
