Johnny Depp is facing backlash over his appearance in the latest video advertisement for Dior's Sauvage perfume
Johnny Depp is facing backlash over his appearance in the latest video advertisement for Dior's Sauvage perfume, which Dior has deleted as of Friday afternoon.
A face of the fragrance since 2015, Depp appears in the new campaign, titled "We Are the Land," that shows him playing guitar in the desert while co-star Canku One Star of the Rosebud Sioux Tribe performs a warrior dance in a traditional Native American headdress and wardrobe. Social media users explained that it was insensitive to depict Native Americans in an ad for a fragrance called "Sauvage" with close resemblance to the derogatory "savage.
"The adventure of a man who claims his rock soul and connects with his deeper nature," Dior wrote of the video, filmed in the Canyonlands, which is the ancestral land of the Utes, the Apaches and the Navajo peoples to allow for "authentic inclusion of Native American cultures.
Dior, Mondino and Depp "immediately decided to contact" the consultants, who are citizens of the Comanche, Isleta and Taos Pueblos and the Pawnee Nation "with years of experience fighting cultural appropriation and promoting authentic inclusion," Dior wrote in the campaign materials. "This collaboration, which started at the very beginning of the project, led to a work process that was extremely demanding and specific.
The fashion brand further wrote, "This ode to Mother Earth conveys the sincere belief that sacred land can speak to us, and that it should be honoured. Because it has remained Sauvage. Absolutely wild. The new Sauvage film is a powerful tribute to this culture, portrayed here with immense respect. A perfume and a mythology yes, but also the contemporary reality of intact landscapes and enduring Native American peoples that are strikingly beautiful.
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