We've seen this play before, but brands keep mounting new productions.
Dolce & Gabbana became the target of a celebrity-fueled boycott attempt after Domenico Dolce and Stefano Gabbana talked family with an Italian magazine, as The Hollywood Reporter recounted Monday:
Dolce said he thought children born via IVF were "synthetic" from "wombs for rent" and that "the only family is the traditional one. Life has a natural flow, there are things that should not be changed. One is the family."
The #Boycottdolcegabbana hashtag wasn't far behind, of course. Elton John responded on Instagram, joined by others in social media:
How dare you refer to my beautiful children as "synthetic". And shame on you for wagging your judgemental little fingers at IVF - a miracle that has allowed legions of loving people, both straight and gay, to fulfil their dream of having children. Your archaic thinking is out of step with the times, just like your fashions. I shall never wear Dolce and Gabbana ever again. #BoycottDolceGabbana
Also not long in coming: A statement from Mr. Dolce that didn't seem to satisfy critics, reading in part:
I was talking about my personal view, without judging other people's choices and decisions.
Last time around it was Barilla pasta, which traveled basically the same route before adopting a host of changes meant to end the controversy. Who's next?