Beijing opted against wading directly into the social media storm over alleged insults by a co-founder of Italian fashion house Dolce & Gabbana, calling instead for the outside world to understand the Chinese public’s view on the issue.

“This incident is not a diplomatic issue essentially and the Chinese side does not wish to escalate it into one,” foreign ministry spokesman Geng Shuang said on Thursday.

“Instead of asking the foreign ministry spokesperson, it is better to ask the ordinary people in China to see how they view this issue.”

Geng’s statement came as Chinese celebrities, online retail platforms and consumers turned their back on the brand after co-founder Stefano Gabbana allegedly described China as “a country of s***”.

The social media storm that followed even prompted the Changan Sword, the WeChat account of the Central Politics and Law Commission of the Communist Party’s Central Committee, to bring its weight to bear.

On Thursday, it said alleged remarks by Stefano Gabbana on Instagram “provoked Chinese citizens”. It also criticised a Dolce & Gabbana social media advert released on Sunday that patronised Chinese people for eating with chopsticks.

“Respect is the foundation for exchange. Advertisements like Eating with Chopsticks will not be welcome in China, but we will be open and tolerant of such stereotypes,” the commission said. “However, any remarks that cross the line will not be accepted in any country. Calling China a country of s*** is pure provocation to Chinese citizens.”