French luxury giant Dior faces a broad backlash in social media, including a new advertising campaign and a new fragrance called "Sauvage", which portrays Johnny Depp as a face and imagery related to Native American culture is, including the people who dance to the beat of drums.
"I'm local, and I flinch," they said.
Countless people accused the fashion and beauty brand of racism and cultural appropriation on Friday, after clips have been published on social media for the new campaign titled "We Are the Land."
"What is this cultural appropriation ?!" Tweeted User @ernestsewell. "@Dior – no. They do not use the Native American culture for their stench water and not for a product with the French title "Wild". Her perfume smells of RACISM. "
Robert Jago said," Sauvage is the word that the racist mobs shouted during the Oka crisis when they stoned Mohawk civilians. "
Dior scrubbed his clips and teasers for the Internet advertising campaign on Friday night, as more and more people complained about Native American images. According to reports, the company has consulted with Native Americans.
"In this project, the House of Dior also worked with Native Americans from the 50-year-old indigenous advocacy group Americans for Indian Opportunity (AIO). To ensure respect for indigenous cultures, values and heritage, "Esquire reported on Thursday in an article.
"Located in the heart of the Canyonlands, the ancestral land of the Utes, the Apaches and the Navajo peoples, it offers authentic incorporation of Native American cultures," said the magazine. "As such, the film serves as a love letter to the spirit of a country that should be protected, cultures to be celebrated, and people to be honored. In fact a perfect embodiment of a Sauvage individual – manifested in three personalities.
Dior's footage shows Depp and others discussing their links to Native American culture. Depp once said he had been inducted into the Comanche Nation.
Social media users mocked his claim.
"I've been in Johnny Depp's case since at least 2012," Dr. Tweet tweeted. Adrienne Keene. an American and Native American activist and scholar. He's not a native, he's not a friend of Indian Country, and Dior has been in the appropriation process for ages, Galliano literally put ghost dance designs on clothes. "
Some people came to Dior and Depp's defense, but there was far more outrage.
"WTF they thought?" Asked a Twitter user.
"Some people who are offended by something these days," said another.
Dior was not on Friday The company immediately sent CNBC a press release from a nonprofit organization called "Americans for Indian Opportunity," which campaigns for the rights of indigenous peoples, and sent its experts to work with Dior on the campaign Depps status as an honorary citizen of the Comanche Nation and said that he was awarded in 2012 publication. "From the choice of the place, the production of the Gard erobe through to casting and set design was involved with AIO. "
Dior refused to comment on the indignation surrounding the campaign.