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Dior & # 39; Sauvage & # 39; Perfume advertising campaign criticized for using Native American culture



Johnny Depp in Sauvage Video Advertising

Source: Sauvage

A new advertising campaign for LVMH's own perfumes Christian Dior is frequently criticized on social media because it benefits from Native American cultural images.

The campaign for Dior's "Sauvage" fragrance is called "We Are the Land" and features Johnny Depp, with whom the brand has worked in the past. A tweet from the brand called the campaign "An authentic journey deep into the soul of Native Americans in a sacred, foundational and secular territory." The actor was indicted by his ex-wife Amber Heard for domestic violence.

After Dior had begun to release preview videos and photos before the movie was released on September 1

, the company was criticized on Twitter and Instagram by Facebook for labeling the content offensive and racist.

At the request of CNBC, Dior sent a press release to a nonprofit organization called "Americans for Indian Opportunity," which identifies itself as a group promoting the rights of indigenous peoples. The group announced that it has collaborated with Dior on the "We are the Land" campaign, music video director Jean-Baptiste Mondino and Depp for advice on "authentic recording of Native American imagery in the film for Depp's Signature Perfume" To give. The publication also said that the group appointed Depp 2012 an honorary citizen of the Comanche Nation.

A photo of Dior's Instagram page.

Megan Graham

"There was a need for authenticity and respect for the country and the US" AIO was involved in choosing the venue, making the wardrobe, casting and stage design, "said Depp in the press release

Dior did not comment on the criticism from the campaign.


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