Jessica Alba, Lupita Nyong'o, Karlie Kloss and Shailene Woodley among celebrities at Dior's Cruise Show in Morocco. (April 30)
     AP, AP

LOS ANGELES – A new Dior ad featuring Johnny Depp's sparked outrage

The French luxury goods company posted a trailer for his men's fragrance "Sauvage, featuring the Rosebud Sioux Tribe's Canku One Star, a fancy warrior dressed in traditional garb.

As part of the Sauvage campaign, starred in a film called "We Are the Land" that is described in marketing materials as at "or to Mother Earth" and says the inclusion of the dancer is meant to be "a powerful tribute to this culture, portrayed with immense respect."

The campaign has developed along with Native American consultants.

"It feels like they are trying to do it right" and some people are coming along with it for a notoriously racist company and a product called "Savage," " tweeted Adrienne Keen a Native American activist and creator of the Native Appropriations forum.

Sauvage in French has a variety of meanings, including wild, unspoiled and savage. The fragrance is not new; It has been produced by Dior since the mid-1960s.

Critics decried the involvement of Depp, who is the celebrity face of "Sauvage." Depp's portrayal of Tonto in the 2013 movie "The Lone Ranger" So what's criticized, despite the actor working with consultants from the group Americans for Indian Opportunity, which also consulted on the Dior ad.

In 2012, Depp was

"Cultural appropriation for us is a huge thing because we've been dealing with this since colonization," said Ron "Looking Elk" Martinez, one of the consultants on the Dior posted in a video about its creation.

Johnny Depp Attends the UK's Premiere of "Fantastic Beasts: The Crimes Of Grindelwald" on November 13, 2018 in London, England. (Photo: Samir Hussein, WireImage)

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Following the backlash, the fashion house purged their social media accounts of all the evidence of the campaign.

Contributing: Cydney Henderson


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