He handled the situation poorly IMO. Didn't consider the consequences of what he was saying true or not and didn't present it in an appropriate way for how sensitive the issue was. Ultimately that's a self defeating way to get your points across.

Showing up to a photo shoot in a Goolag shirt also just undermines him as a person. It's totally hyperbolic and ridiculous and will further discredit him in other people's minds because it's an insane overreaction to make that comparison.