2025, like any year, came with plenty of controversies and scandals. Fashion and beauty brands got caught up in familiar controversies, like accusations of racism and cultural appropriation. But there were also newer scandals, like leaning too hard on AI in marketing materials. The way they responded to those scandals is worth analyzing. Many of the year’s controversies followed a familiar trajectory. In August, Swatch posted an ad featuring one model pulling back the corners of his eyes, a gesture widely considered a racist mockery of Asian facial features. Swatch, which makes more than a quarter of its revenue from China, Hong Kong and Macau, was immediately criticized by social media users in China. Swatch’s response was also familiar. The brand claimed ignorance in a statement to Reuters, saying that the team that produced the ad was unaware of the “extent of the gestures” and their offensive nature. The ad was removed from all platforms shortly after, but many, particularly Chinese social media users, regarded the apology as inadequate.Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
