Dior has removed ads from his social media accounts that advertise the Sauvage scent that had been the source of criticism for the use of Native American culture.
A video on Twitter with an Indian dancer and an Instagram post explaining the campaign made with Indian consultants were removed hours after they were recalled for cultural abuse and insensitive.
The company did not respond to an email with a response to the ads or their deletion. One of the deleted messages had promised more details about the scent and campaign on Monday.
Dior has removed ads from his social media accounts that advertise the Sauvage scent that had been the source of criticism for using Indian culture
A video on Twitter with an Indian dancer and an Instagram message for the Dior Sauvage fragrance were removed hours after being recalled for cultural abuse
Johnny Depp is the face of the celebrity of the Sauvage brand, and the fate of a film he has recorded to promote it is unclear.
The advertisement for a Dior men's scent led to indignation on Friday for the use of Native American culture and symbols.
The French luxury goods company placed a trailer for an Indian dancer and promised more details about the scent on Monday.
Another post on Instagram noted that the campaign was developed with Indian consultants.
& # 39; We are the country … Dior, & # 39; the narrator says, while the Native American man performs a traditional dance before the screen turns black.
The video included Johnny Depp who wore a multicolored poncho and played the guitar and also has a dark-haired model with long hair in Indian dress.
The video did not appear on the designer brand page after it was posted this Friday.
But the advertisement continued to receive heavy criticism because it was insensitive and had an offensive name.
Sauvage in French has different meanings, including game, wild and wild. The scent is not new and has been produced by Dior since the mid-sixties.
Johnny Depp is the face of the celebrity of the Sauvage brand, and the fate of a film he has recorded to promote it is unclear
The video contains a dark-haired model in Indian dress in the American Midwest
Critics also denied the involvement of Johnny Depp, who is the face of the scent and the stars in a film promoted by Sauvage.
Depp & # 39; s rendering of Tonto in the movie & # 39; The Lone Ranger & # 39; from 2013 was also criticized, despite the actor who worked with consultants from the Americans group for Indian Opportunity, who also consulted about the Dior ad.
Depp was hired as honorary citizen of the Comanche Nation in a closed ceremony by the founder of the group.
& # 39; Cultural appropriation for us is a huge thing because we've had to deal with this since colonization & # 39 ;, said Ron & # 39; Looking Elk & # 39; Martinez, one of the consultants of the Dior advertisement in a video about the creation of it.
& # 39; Our presence in this project is really to help. It is therefore very important that we ensure that the look and identity are authentic. & # 39;
Dior had posted trailers and other images of his new Sauvage campaign earlier this week, but they did not generate similar responses
One of the deleted messages had promised more details about the scent and campaign on Monday. The video shows Johnny Depp playing an electric guitar
As part of the Sauvage campaign, Depp plays the lead role in a movie called & # 39; We Are the Land & # 39; described in marketing material as an & # 39; ode to mother earth & # 39 ;.
It says that incorporating the danger is intended as & # 39; a powerful tribute to this culture, portrayed with tremendous respect & # 39 ;.
A message sent to Dior to comment on the response to the ad was not immediately returned. A Depp representative did not respond to a message seeking comments.
Dior had posted trailers and other images of his new Sauvage campaign earlier this week, but they did not generate similar responses.
Shortly after posting the video on Twitter and Facebook on Friday, users quickly criticized the designer brand and accused it of cultural misappropriation and other charges.
Shortly after posting the video on Twitter and Facebook on Friday, users quickly criticized the designer brand and accused it of cultural misappropriation and other charges
A user named @AmyBertrand: & # 39; if you wanted to be authentic, you would have a perfume named & # 39; colonizer & # 39; have to make a journey deep into the colonial soul, in a stolen area.
& # 39; Where markets focus on racism and stupidity. More to come. 1st of September. & # 39;
Another @coffeestupidity: & # 39; This should be something where companies try to use indignation as a marketing tool, right? & # 39;
@MissShugaCain also said: & # 39; I can't exploit the native culture with @Dior for their scent … @sauvage and yes that's SAVAGE! What the F ** K?!?
& # 39; You are all disgusting! You want to tell me that NOT ONE person in your company has seen this as a problem during the tiring ideation process?!?. & # 39;
Others claimed it was a targeted marketing trick from Dior in the spirit of & # 39; no publicity is bad publicity & # 39; and say that the company had generated discussion about the campaign.
& # 39; Dior, these bulls of yours are not only disgusting, hurtful and harmful at this point, but unmistakably stubborn just because you want to become viral.
& # 39; That's a & # 39; Native American & # 39; dancer clip that ends with their clumsy colonialist blemish, & he summarized.
. [TagsToTranslate] Dailymail