The founder of Mercedes-Benz Fashion Week Tbilisi, Sopho Chkonia posted on Facebook:
“One of the most famous big fashion houses in the world planned to film an ad in Georgia, in particular in Svaneti, as part of an advertising campaign. This filming was to take place with the participation of a Hollywood star. We have been having negotiations on this project for one year exactly. Today they canceled the filming in Georgia due to homophobic attitudes in the country. This is really sad!”
As Sopho Chkonia wrote, the Hollywood star that was supposed to be in the advertisement refused to come to Georgia out of fear.