03:17 GMT25 January 2021
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    Gucci has found itself at the epicentre of a scandal after a handful of celebrities called out the luxurious fashion brand for a balaclava sweater that looked like blackface.

    Atlanta-rapper T.I. has launched a full-blown attack against Gucci, refusing to accept its apology for a black sweater design that somehow evoked racism related imagery: the piece had a balaclava-style collar, which featured a mouth slit framed with huge red lips.

    READ MORE: Twitterians Accuse 'Blackface Gucci' of Jumping on 'Same Bandwagon as Prada'

    He has encouraged fans to follow in his footsteps and boycott the high-end Italian label:

    “As a 7 figure/yr customer & long time supporter of your brand I must say…Y’all GOT US f*cked UP!!! APOLOGY NOT ACCEPTED!!!!”

    He then uploaded a “call to action”, which envisaged three steps: stop purchasing Gucci for the next 3 months; stop wearing Gucci if you own it; and share the post.

    Gucci appeared to not be the only brand roasted by T.I.: Prada was also called out for racist designs, with the rapper calling for a boycott due to an accessories collection that featured a dark-coloured monkey with bright red oversized lips.

    Soulja Boy also took to Instagram and posted a video with the message “Gucci is cancelled”:

    “I’m shocked and I’m appalled and I feel disrespected. I supported y’all brand. I spent hundreds of thousands of dollars and y’all came up with a shirt with blackface on it”, he said, demonstrating his Fendi total look to illustrate his words.

    View this post on Instagram


    A post shared by Soulja Boy (Young Drako) 💲🔌🔫 (@souljaboy) on Feb 8, 2019 at 7:25pm PST

    The hip hop community joined the Oscar-nominated director Spike Lee, who said he would no longer wear Prada or Gucci until the fashion houses “hire some black designers”.

    Social media users appeared to be divided on the matter: while some lashed out at the brands…

    …others ridiculed the boycott situation:

    Gucci earlier apologised for the turtleneck sweater and removed it from its stores: “We are fully committed to increasing diversity throughout our organisation and turning this incident into a powerful learning moment for the Gucci team and beyond”.


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    rapper, fashion, boycott, Blackface, Prada, Gucci, Spike Lee, Soulja Boy, T.I
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