As a part of the new GuccixAdidas line, the famous sportswear Adidas and the luxury label Gucci have launched a ‘sun umbrella’. These brands are selling this umbrella for 11,100 yuan ($1,644) in China.
Gucci’s website earlier described it as an umbrella. Later changed the classification to “sun umbrella” or a parasol, and noted that it’s meant for protection from the sun or for decorative use.
Gucci’s website read, “Please note, this item is not waterproof but is meant for sun protection or decorative use”.
This umbrella in addition to its high price doesn’t even protect from the rain as it is not waterproof. The umbrella constitutes a carved birch-wood handle, a green and red web, and a G-shaped handle.
This has faced a lot of backlash from Chinese consumers. A post captioned “the collaboration umbrella being sold for 11,100 yuan is not waterproof” garnered 140 million views.
The post focused on the fact that these umbrellas are not meant for blocking the rain. Instead, they are to be used as a shade from the sun and for fashion purposes.
These products are not intended for the ‘common folks’, said Laotan Dianshang (Weibo user) quoting President Xi’s equality slogan.
Luxury brands face increased scrutiny in China. This is amid a broader backlash against excess prompted by Chinese President Xi Jinping’s “common prosperity” campaign.
In China, these western companies have been the target of boycotts. It is due to the preferential treatment of the local companies.
