All in one week, Dior and Johnny Depp managed to offend Native Americans in an epic fail for its fragrance Sauvage, and Ariana Grande found herself accused of stealing fashion ideas from both queer culture (a drag queen, specifically) and from black women.
found herself accused of stealing fashion ideas from both queer culture and from black women. It’s a fashion minefield out there!
These dramas over cultural appropriation may seem trivial or irrelevant to many consumers, but the fact that authenticity matters so much today may be a hopeful sign for the future. It squares with the resurgence of the Levi’s brand. Younger generations are hungry for integrity. Either way, disasters like Dior’s are bad for business. When offended groups react so quickly and ferociously, you have to wonder how controversial ideas get so far down the track before somebody notices and nips them in the bud. It’s not that hard to avoid such missteps, and there is a better way to develop products and campaigns. But the Diors of the world may as well be flying by the seat of their pants.
The French fashion house’s failure was a spectacular waste of the talent, time and expense of its Sauvage cover boy, a squandering of untold millions in resources, a huge distraction for its marketing efforts, and a deep self-inflicted wound for the brand. The campaign must have seemed like a breakthrough idea when it was being kicked around the conference table during the concept phase.
It included a moody, sultry video directed by Jean-Baptiste Mondino, whose clients have included Madonna and Sting. In the video the camera tracks Depp as he strolls in deep, mindful thought through a landscape of canyons while a Sioux warrior performs a war dance in traditional dress. Critics cried foul and Dior was savaged. The campaign now goes to the landfill, joining the company’s 2019
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