Protest at D&G’s London.

D&G protest London D&G protest London

Boycott of D&G gains momentum as protest outside their London based flagship store on Old Bond Street goes ahead.

The Dolce & Gabbana row with Elton John has escalated from social media to the streets. Protestors flocked to London’s Bond Street, located in one of the most prestigious shopping areas in London.

Dozens of protestors had positioned themselves outside of D&G’s flagship shops, ahead of the official protesting time of 1-2PM, on 19 March 2015.

The group quickly gained momentum, waving a variety of signs condemning D&G’s comments and stances over IVF. The group were mixed a bunch, comprising different ages and from both the LGBT community and other supporters of IVF technology.

After some time (just before the protest hit its peak) a series of white vans came into the picture (rather fortunately timed) to maneuverer their way in front of the crowd. The result of the vans parking in front of the crowd was that it largely obscured the view of the protest from the road and passers-by.

This process took several minutes, the drivers got out of their vans several times to have verbal exchanges (and a series of loud horn blasts) with protestors, and the crowd eventually moved over a little.

Onlookers watched the proceedings with genuine curiosity, and other shop owners on Bond Street looked on with interest and somewhat amusement.

It didn’t take long for the protestors to start chanting “How dare you,” lead by a person on a megaphone.

By this time, the vans presence was rather muted – the protestors were spilling out from behind the vans and the growing voices of the crowd was pretty audible even from the edges of Bond Street.

“How dare you,” of course is a reference to comments by Sir Elton John in his Instagram response to Dolce’s criticisms of IVF, “How dare you refer to my beautiful children as ‘synthetic’, said John.

While the Twitter (and other social media) campaigns to boycott Dolce & Gabbana products has reached full swing (picking up full support of celebs including the Beckham’s, who are long-time friends of Elton John) it’s hard to predict the damage in sales D&G will suffer from the events.

Paul Sergius Koku is a professor at the Florida Atlantic University, and back in 1997 authored a study on the financial impact of boycotts, “Boycotts are double-edged swords, companies can make money hand over fist in the wake of a boycott”.

He also points out that heavily depends on the industry, cause and how the boycott is handled. According to research, as a general rule, retail boycotts lead to a net gain of 0.21%.

The comments which had started the row came from Dolce during a now infamous interview with Panorama “…What I call children of chemistry don’t convince me, synthetic children. Wombs for hire, (are a) choice from a catalogue.”