With Song Hye-kyo & Stray Kids' Bang Chan as Ambassadors, Fendi Sparks Cultural Controversy

Luxury Italian brand Fendi has found itself in hot water after unveiling a handbag collaboration with a Korean traditional knot artisan.

Following criticism from Chinese netizens, Fendi quietly removed all promotional materials for the product from its official website and social media platforms, sparking further controversy. Currently, Stray Kids' Bang Chan and Song Hye-kyo are ambassadors for Fendi.

A Fusion of Tradition and High Fashion

The handbag in question was part of Fendi’s "Hand in Hand" campaign and featured a Korean traditional maedeup (knot) design, crafted in collaboration with Kim Eun-young, a Seoul Metropolitan Government Intangible Cultural Property No. 13 artisan. The design was applied to the brand’s iconic 1997 Baguette Bag, reinterpreting it as a work of art.

However, according to China’s state-run Global Times, Chinese netizens took issue with Fendi’s promotional materials highlighting Korean craftsmanship, claiming the brand had "Copied Chinese culture."

Fendi Bows to Pressure, Deletes the Design from Its Platforms

Following the backlash, Fendi deleted the product’s promotional content from Instagram and removed it from its official website, but has yet to issue an official statement on the matter.

In response, Professor Seo Kyung-duk of Sungshin Women’s University sent a protest email to Fendi, criticizing the decision. "Removing the collaboration post is nothing but a concession to baseless claims by Chinese netizens," he stated, emphasizing that "Korean, Chinese, and Japanese knotting techniques are distinctly different."

On March 4, Seo took to his own social media, revealing that he had demanded Fendi "restore the deleted post as soon as possible." He further explained the unique characteristics of Korean traditional knots, stating: "Chinese knots are known for their bright colors and elaborate decorations, whereas Korean knots emphasize proportion and rhythm using single-colored strings and tassels."

Fendi’s "Hand in Hand" Project and the Cultural Controversy

The controversial Baguette Bag was introduced in November 2023 as part of Fendi’s "Hand in Hand" project, an initiative showcasing artisan collaborations worldwide. For the Korean edition, Fendi partnered with Kim Eun-young, who incorporated traditional Korean knot techniques into a leather handbag. However, Chinese netizens claimed the design was a copy of their own traditional knotwork, prompting a fierce online debate.

In support of these claims, Global Times wrote, "Chinese knots originated in the Tang and Song dynasties and gained popularity during the Ming and Qing dynasties."

Kim Eun-young: A Master of Korean Traditional Knot Art

Kim Eun-young studied applied arts at Ewha Womans University and has been practicing traditional knotting since 1966 under the guidance of Master Kim Hee-jin, a holder of South Korea’s Important Intangible Cultural Property No. 22.

In 1996, she was designated Seoul Metropolitan Government Intangible Cultural Property No. 13, and has since exhibited her works in Rome, Paris, Kyoto, and other major art museums worldwide, promoting Korean traditional craftsmanship on a global scale.

She is also known for her family ties to Korean cultural heritage, as the daughter of poet Kim Kwang-gyun and daughter-in-law of Jeon Hyeong-pil, a key figure in preserving Korean cultural artifacts during the Japanese occupation.

Korean Netizens React: "An Unacceptable Move by Fendi"

Korean social media users have voiced strong criticism against Fendi, calling the removal "unjustified and disappointing." Many questioned why the brand caved to Chinese pressure, especially when the collaboration was with a recognized Korean artisan.

The controversy has left many wondering: Will Fendi issue an official statement, or will the brand continue to erase traces of the Korean-inspired handbag?