Johnny Depp is facing scrutiny yet again after a Dior perfume ad he appeared in was pulled for claims of cultural appropriation.
Depp has been associated with the perfume since 2015, so his image with the “Sauvage” fragrance should come as no surprise to those familiar with the fashion house.
Possibly the most amazing thing about this "Sauvage" campaign is that they're using abuser Johnny Depp as its primary spokesperson because of his "deep ties" to the Native American peoplehttps://t.co/R3kAs2LQLO pic.twitter.com/U8SKlCGh2S
— Jeff Yang (@originalspin) August 30, 2019
The campaign for Dior’s “Sauvage” was yanked from social media sites Friday after just a few hours, after outcry for its use of Native American imagery and for including Depp into the mix. The actor has claimed Native American ancestry before.
When you try to cash in on Woke capitalism and you fail https://t.co/DK3BVqak2r
— Bridget Phetasy (@BridgetPhetasy) August 30, 2019
Crystal Echohawk, executive director of IllumiNative, a Native American advocacy group, spoke to Business of Fashion about the campaign.
“The ‘Sauvage’ campaign released by Dior today is offensive, racist and cultural appropriation at its worst by a corporation that is exploiting Native peoples and culture for profit.”
“This is a company that is looking to profit off of advancing a harmful stereotype about Native people.”
In summary: I’ve been on Johnny Depp’s case since at least 2012. He’s not Native, he’s not a friend to Indian Country. Dior has also been on the appropriation train since forever. Galliano literally put ghost dance designs on dresses: https://t.co/Nsqlp7v1rS
— Adrienne Keene (@NativeApprops) August 30, 2019
In response to the backlash, Parfums Christian Dior says it’s “proud” of the company’s efforts to “change the misperceptions about Native Americans, to share accurate American history, to build awareness about Native Americans as contemporary peoples and to promote Indigenous worldviews.”