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Article source: Art Oak Design
ID：yibaituansheji
Author: Yi Bai
Edit: Twins
Gucci Tiger series of ads
The Year of the Tiger in the Lunar Calendar is coming,
Italian luxury brand GUCCI celebrates the Year of the Tiger in China with the year of the tiger.
However, the brand used the behavior of real tigers in this column of ads,
It has sparked controversy and criticism abroad.
Gucci Tiger video commercial,
Tigers can be seen interacting with models.
Elisa Allen, head of PETA UK, a UK animal protection group, slammed Gucci for exploiting tigers.
It is believed that this will encourage the illegal trade in endangered animals.
"Gucci is completely out of touch with our current understanding of wildlife needs and best interests."
"Tigers are not photo props that can be exploited,
The tigers used in the brand's advertising campaigns are likely to be cubs taken from their mothers,
And destined to spend his life in a cage. ”
"These images promote the 'ownership' of wildlife,
Fuels the illegal trade in wildlife. ”
She added:
"Today's advanced special effects capabilities mean there is no excuse to take animals away from their families and homes,
Put them under the pressure of traffic,
Put them under bright lights on a movie, TV or advertising set. ”
"Gucci must urgently commit to never using wildlife in its activities – because cruelty is completely obsolete.
"At the same time,
It also needs to stop slaughtering animals for the sake of animal fur,
PETA has proven that this can cause great suffering to animals. ”
The website of the American "Women's Daily" magazine also mentioned that
PETA USA office has informed Gucci USA,
Expressing concern about the luxury brand's use of tigers in the new series of ads,
And asked it to stop using wild animals in advertising.
Some netizens also expressed concern and dissatisfaction with this,
And leave a message under the official Gucci account
"Wild animals cannot be used in advertising"
"They look confused"
"Tigers are not pets" and so on.
For the allegations,
Gucci responded,
No tigers were harmed during the ad shoot.
"Nature, wildlife and their inhabitants are of particular importance to Gucci.
Gucci joined the 'The Lion's Share' Foundation in February 2020.
to support wildlife conservation and tackle animal welfare crises"
"American Humane, a third-party animal welfare organization, monitored the presence of tigers.
And confirmed that no tigers were injured during the filming. ”
"The tigers were filmed in a separate and safe environment in line with Gucci's policies,
Then it appears in the ad. ”
January 16,
The China Biodiversity Conservation and Green Development Foundation said,
Strongly protest gucci's use of tigers to shoot commercials for the 2022 Year of the Tiger.
The China Green Development Council said:
"Globally,
Due to human overuse and habitat loss, etc.,
Tigers are rapidly heading for extinction. ”
"We have no objection to conforming to animal ethics,
Photograph wildlife in natural landscapes.
However, this kind of performance-type commercial performance and advertising is unacceptable.
Gucci uses tigers for commercial photography,
contrary to business ethics,
It is equivalent to encouraging illegal hunting and trade in endangered animals in disguise. ”
The China Green Development Council expressed strong protest against Gucci's use of the tiger to shoot commercials for the Year of the Tiger in 2022.
In this regard,
Chinese netizens said: "Looking forward to the Year of the Dragon"
Comments from Chinese netizens on the matter
truly
Something that could have been solved with special effects,
You have to find a real tiger.
If the advertisement is a wild tiger,
So although the tiger was not injured during the shooting,
Filming also has a direct impact on the survival of wildlife.
If it is advertised as a domesticated tiger,
Then Gucci as a world-famous luxury brand,
It sets a bad example for other brands.
Because every wild animal is taken from nature by humans,
Each domesticated tiger may also be a cub taken from its mother.
Gucci's move may have fuelled the illegal trade in wildlife.
Today's "sustainable development" advocated by all walks of life,
It is the human being's atonement for the mistakes of the past,
In order to achieve a balanced state of peaceful coexistence with nature in the step-by-step exploration.
Although PETA, a good-treating organization for animals, is often criticized for its "excessively" extreme behavior,
But it does have a positive impact on the sustainable development of the fashion industry.
"After the Canada Goose, Lululemon is attacked again" This article specifically introduces the process of the fashion circle in recent years to reduce the use of animal fur and ban animal fur.
Among them, PETA has played a role that cannot be ignored.
Gucci's 2016 Holiday Series Advertising Campaign
Gucci's Spring '17 advertising campaign
Gucci's Pre-Spring '19 advertising campaign
Other than that
Gucci Creative Director Alessandro Michele has always been passionate about building Gucci's historic gardens,
In addition to the brand's signature flora design,
The most famous element is the tiger.
In Gucci's designs and advertising campaigns in previous years,
There is no shortage of tigers.
Gucci's previous designs (swipe left and right to see more)
The 2022 "Gucci Tiger" series,
It is not so much the Chinese Year of the Tiger that is limited,
Rather, it is an early spring collection centered on the design of the brand's iconic flora.
After all
Not all those with tiger motifs printed are called the Year of the Tiger limited, right?
Gucci Tiger series
And Gucci, as a brand that loves to use animal elements in fashion design,
More should be an example of animal protection,
Replacing real animals with special effects in advertising campaigns may be the first step.