Jealousy International has caused an uproar from the British public through its recent promotion of the lingerie range based around Princess Diana called ‘Diana’ (戴安娜 – Dài ān nuó).

The promotion was spotted last week by a British journalist in China’s Shenzhen airport. Since then photos of the ads have been posted in newspapers / websites around the world.

Diana - Jealousy International brand

Diana - Jealousy International China (Website)

For those of you reading this blog in China, I will try to put the British upset into perspective. Princess Diana was a national heroine / treasure, she was adored by the British public when she was alive and even now 13 years after her tragic death.

Imagine if a British company started using Chairman Mao Zedong‘s image inappropriately – then that is how the majority of British people are feeling right now.

Diana - China Lingerie Brand 1

Diana - China Lingerie Brand 2

The Diana range was actually created in 1996, before her tragic death, but its the new advertising campaign that has caused all the controversy. The Chinese company had no intention of causing offence, they aimed to honor Princess Diana and wanted Chinese consumers to love and feel a British style.

Princess Diana - Chinese Lingerie Advert

In the last decade the Diana range has become extremely popular, and it is in fact one of the most influential lingerie brands in China.

It should be noted that the range was also inspired by Diana – the goddess of the moon. Unfortunately for Jealousy International the British public merely see the products as blatant exploitation.

Advertisements