It all started with a comment made by designing duo Dolce & Gabbana in an Italian interview last weekend about children born via IVF. In response, one of the biggest starts in the world, Sir Elton John, turned to Instagram to vent his anger at the  designers about their comments. It quickly turned into  one of the biggest celebrity PR spats on social media for quite a while, leading Sir Elton to call for a boycott of Italian luxury fashion house designers Dolce & Gabbana, and the dispute seemed to be getting worse.

Several well known celebrities (many of whom Sir Elton would regard as personal friends) have backed his campaign to boycott the fashion brand and taken to social media to lend their support using the hashtag  #BoycottDolceGabbana.  The likes of Victoria Beckham, Ricky Martin and Courtney Love have all declared their support with the latter stating she wants to: ‘round up all my Dolce & Gabbana pieces, I want to burn them.’ She isn’t the only one willing to get rid of her expensive designer wear with Martina Navratilova declaring: ‘My D&G shirts are going in the bin – don’t want ANYONE to wear them.’

The story, which trended on Twitter since the hashtag was created, doesn’t seem to be going away. By the Tuesday, two days after Sir Elton’s Instagram mention, it had been reported that apparently 1,500 people tweeted #BoycottEltonJohn, whereas the hashtag, #SupportDolceGabbana, received 2,700 tweets. However, both pale in comparison to #BoycottDolceGabbana which has been used more than 30,000 times.

Such is the power and pace of social media that a story can now escalate beyond control quickly with retweets, hashtags and sharing all adding to the mix.  After all, a quick look online, and there are many alarming stories of how celebrities and non-celebrities have fallen in deep trouble in the hands of social media. One wrong tweet or message on social media and their lives as they know are over ….none more so than Justine Sacco, a PR executive who sent out an ill fated tweet to her 170 followers before boarding an 11 hour flight.  The initial tweet was continually retweeted creating further damage and it soon cost the lady her job and lifestyle.

With so many celebrities declaring their unequivocal support for Sir Elton, is there anyone left in the show business world that would dare wear Dolce & Gabbana in the future? Has the brand, built since the design duo first showed their collection in October 1985, alienated its cash rich customers in one fell swoop?

The Italian’s PR team will now be working in a ‘damage control’ context before the brand is eradicated and hoping the story can be managed. But with so many saying they will no longer wear the brand, they face an uphill challenge.

However, just before we were ready to post our blog this week, pictures emerged today of Sir Elton carrying a D&G bag with many asking whether the boycott was already over? We are confused as everyone else but are sure Sir Elton’s PR will explain all with a well versed statement shortly …..watch this space!http://www.dailymail.co.uk/news/article-2999023/Elton-John-seen-LA-holding-Dolce-Gabbana-shopping-bag.html