A POPULAR outdoor fashion brand has landed itself in hot water after an add stunt saw them launch fireworks on sacred mountains.
Fashion brand Arc’teryx collaborated with Chinese artist Cai Guo-Qiang to stage a fireworks display for a promotional video.
The display saw trails of fireworks explosions light up a Himalayan mountain[/caption]
Social media users slammed fashion brand Arc’teryx for the display[/caption]
It would see hundreds of small fireworks explosions set off in a snaking pattern up a mountain in the tiny village of Relong, Tibet.
The stunt, which was viewed on Friday by local journalists, a living Buddha, schoolchildren and VIP shoppers sparked immediate backlash on Chinese social media.
Arc’teryx, an outdoor apparel company founded in 1989, has become an extremely popular brand in street-wear and fashion circles with thousands of social media videos supporting the brand.
Used to promote the fashion brand, the fireworks display featured hundreds of waterproof firework pots placed at various points along a 3,000-meter pathway up the mountain.
Artist Cai warned guests not to blink as the explosions were set off and a “rainbow dragon”, a “water dragon” and a “golden dragon” were formed by the clouds of smoke.
Titled “ascending dragon” the artwork snaked up the mountain path from the village of Relong, which is dubbed “the hometown of Mt Everest.”
The work’s crescendo, “golden dragon” stretched for 2,500 meters towards the snowy peak of the mountain.
Despite extensive efforts to make the display friendly to the local area it was immediately met with backlash.
The display used biodegradable materials and saw herdsmen, livestock and wildlife relocated before it was set off.
Livestreaemed online, the showcase was quickly clipped and shared across social media channels, gathering some 2 million views on Chinese social media platform Weibo.
Thousands criticised the work for allegedly disrespecting the sacred mountains.
Chinese netizens, or “internet citizens” were furious at the brand and the artist after footage of the display was shared online.
The Arc’teryx campaign was branded tone deaf and arrogant, leading to a public relations nightmare for both the brand and the artist.
Local government was also caught up in the firing line and was heavily criticised for letting the display go ahead.
The explosions sent plumes of colourful smoke into the air[/caption]
Fashion brand Arc’teryx landed in hot water over the display[/caption]
Local authorities have since said a special investigation into the matter had been launched.
This morning Cai’s studio and Arc’teryx published statements apologising for the event.
Arc’teryx statement reads: “The recent fireworks display on the Tibetan Plateau was out of line with Arc’teryx’s values.
“We’ve heard your concerns, and we share them.
“This event was in direct opposition to our commitment to outdoor spaces, who we are, and who we want to be for our people and our community.
“We are deeply disappointed that this happened, and apologise, full stop.”
Artist Cai Guo-Qiang issued a statement reading: “My studio and I take this matter very seriously.
“With a sense of reverence, we humbly accept all criticism regarding the creation of art on the snowy plateau, and we sincerely thank everyone for their concern and reminders.”
The Sun has contacted Arc’teryx for comment.
Both Arc’teryx and Cai have issued statements after the backlash[/caption]
