(Yicai Global) Nov. 23 -- The founders of Dolce & Gabbana have apologized in Chinese for the Italian luxury fashion brand's culturally insensitive advert regarding Chinese eating habits.

Domenico Dolce and Stefano Gabbana, who are also the fashion house's chief designers, said "duibuqi" -- the Mandarin Chinese for 'sorry' -- in a video posted on the brand's Weibo social media account in China. The pair added that they will do their utmost to respect Chinese culture and seek forgiveness from around the world.

The video was not posted on the Milan-based firm's Twitter or Instagram accounts, but was leaked to Youtube.

The apology comes after Chinese e-commerce platforms TMall, JD.Com, Suning, NetEase Koala, Secoo, VIP.Com and others pulled all D&G goods after a firestorm of criticism was directed at the brand in the wake of a controversial ad aired in China, one of the company's biggest markets. Many claim the commercial shows bias toward and vilifies the nation.

"First up today is how to use this stick shaped cutlery to eat your GREAT traditional Pizza Margherita," D&G said in the ad, which showed a Chinese-looking woman eating the Italian dish with awkward gestures, while a narrator spoke in dismissive tones in an assumed Chinese accent. 

Gabbana went on to argue with a Chinese Instagram user, breaking out into curses and posting derogatory remarks about China. "Our Instagram account has been hacked," D&G said later. "We have nothing but respect for China and the people of China," it posted on its Weibo account on Nov. 21.

Analysts believe the scandal will have a major impact on D&G's sales.

The company also canceled its fashion show scheduled for Nov. 21 after Aloys Chen, Li Bingbing, Karry Wang, Dilraba Dilmurat and other celebrities said they would boycott the event in protest.Meanwhile, Chinese consumers in Italy have protested outside the company's headquarters, online news outlet Huanqiu reported.

Editor: Emmi Laine