Dior pulls Johnny Depp perfume ad after claims of cultural appropriation
Johnny Depp and Dior are under fire after beingness criticised for cultural cribbing, with the luxury brand pulling out its new advertisement that used Native American civilisation to sell its Sauvage fragrance line.
The advert campaign titled We Are The Land, which briefly appeared on social media earlier it was removed on Friday (Aug xxx), featured the player playing a guitar in the desert while a fellow member of the Rosebud Sioux tribe performed a warrior dance in traditional wardrobe. Information technology as well starred Twilight actress Tanaya Beatty, whose female parent is of Da'Naxda'xw Nation descent.
But social media critics were having none of it, challenge it was insensitive to characteristic Native American civilisation for a perfume with a French word for "savage" and that it promoted stereotypes.
The video, which said to have been done in collaboration with advocacy group Americans For Indian Opportunity, was filmed in the Canyonlands, the ancestral lands of the Apache, Navajo and Ute people.
Depp is no stranger to this particular controversy – in 2012, he was made an honourary member of the Comanche tribe back and he has also mentioned having Native American beginnings. For the 2022 pic The Lone Ranger, he also played the Native American sidekick Tonto.
Dior had explained that the creators had been in shut contact with Native American consultants "in order to respect indigenous cultures, values and heritage."
Just information technology did little to calm people down online. "White ppl demand to understand that it doesn't matter if Native Americans participated in the ad. Dior is using our civilization adjacent to the word sauvage, profiting on our people and I guarantee you not a dime is going to us," wrote one.
Another said: "Someone on the Dior creative team: Hey, since the fragrance is called Sauvage, allow's brand information technology Indian-themed! Ya know crusade Indians are wild and savage!'"
American Gods extra Kawennahere Devery Jacobs tweeted: "You're telling me that @Dior is profiting off Indigenous culture/imagery, and hired JOHNNY DEPP to star in the advertisement for a perfume called SAUVAGE?! ...who thought this was okay?"
Source: https://cnalifestyle.channelnewsasia.com/style/dior-johnny-depp-sauvage-perfume-256796
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