Opinion | Boycott this, boycott that – where do you draw the line? Progressives and posturing nationalists don’t seem to know

Models drop fashion brands perceived to have threatened Chinese sovereignty, while US progressives start a boycott of a Trump-supporting gym owner and developer

It’s never been easier to accuse brands of giving offence, but in their selective choice of targets, accusers are being inconsistent, if not hypocritical

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Protesters chant slogans and hold signs outside the luxury gym Equinox in West Hollywood, California, during a protest against the gym and fitness company SoulCycle, US President Donald Trump and his benefactor Stephen Ross, owner of Equinox and SoulCycle. Photo: AFP

Published: 8:15am, 22 Aug 2019Updated: 9:00am, 22 Aug 2019

The fear of causing offence that has been running rampant in the fashion industry with the recent rise of watchdog culture reached new heights this month when two very different, but in a way quite similar, controversies broke out in the United States and China.

On August 7 news broke that Stephen Ross, chair of the company that owns trendy gyms Equinox and SoulCycle, would be hosting a fundraising dinner for US President Donald Trump.

It didn’t take long for celebrities, including comedian Billy Eichner and model Chrissy Teigen, and fashion designers such as Prabal Gurung, to call for boycotts of those companies.

Gurung and New York-based label Rag & Bone later announced that they would change the locations of their New York Fashion Week shows, which they had planned to hold at The Shed at Hudson Yards, a new arts centre also developed by one of Ross’ company.

Chrissy Teigen's tweet calling for the boycott of Equinox

While taking a stand has become a requirement for brands trying to stay relevant with millennials and younger consumers, there are some questions worth asking.