On Monday, Dolce & Gabbana released a series of video
on its social media account of what looks like protest at first glance — a swarm of people chanting “boycott!” while pumping their fists, holding handmade signs and waving Italian flags. There is a news crew interviewing subjects, and protesters sporting armbands, bandanas, and the same “#Boycott Dolce & Gabbana” T-shirt (retailing for $245 on the website
). But upon closer inspection, something is off: Everyone is smiling, there is confetti and the smoke bombs are rainbow-colored. The pieces of cloth covering faces and wrapped around sleeves seem to be made from the same bolt of white fabric. This “protest” more resembled a spontaneous office birthday celebration than a cry for revolution. In fact, the boycott was not against the brand, but rather against those boycotting
the brand for enthusiastically promoting
that Melania Trump is a Dolce & Gabbana customer. The posts are tagged #fakenews and #realtshirt.