Beauty

UPDATE: Dior Pulls Sauvage Fragrance Campaign Over Accusations of Cultural Appropriation

Social media is quick to react.

By
6,006 Hypes

UPDATE: Dior Pulls Sauvage Fragrance Campaign Over Accusations of Cultural Appropriation

Social media is quick to react.

UPDATE (September 1, 2019): After facing social media backlash for being “racially insensitive,” Dior has pulled its controversial Sauvage fragrance campaign. According to Mirror, the brand initially released a short film fronted by Johnny Depp, who’s seen wearing a poncho and playing the guitar in the visual. The campaign then cuts to scenes where a Native American man is seen performing a traditional dance, and a long-haired model donning Native American dress.

Titled “We Are The Land,” the campaign received numerous comments on Instagram and Twitter when it was published on Friday, with many accusing the French brand of cultural appropriation. The campaign posts were removed from Dior’s Instagram account within hours after they’re published.

As Mirror reports, Dior has responded to the controversy by saying that “in acknowledgement” of the “strong reactions” to the campaign, the fashion house has decided to take it down. The brand’s spokesperson has also added that Dior holds the Native American community in the “highest regard” and that the company works closely with consultants “to ensure accuracy and inclusion.”

Dior will be releasing an updated version of the Sauvage campaign. Stay tuned as the story develops.


Dior’s perfume lines are well-loved by many, but recently, fans have been disappointed by an advertisement that has been posted on the luxury brand’s social media platforms. According to the caption, the fragrance campaign teaser features Canku Thomas One Star performing the Fancy War Dance, and the film was developed in partnership with “the House of Dior and Native American consultants from the 50-year old Indigenous advocacy organization, Americans for Indian Opportunity in order to respect Indigenous cultures, values and heritage.” Take a look at the ad below.

In true Internet fashion, Twitter has exploded and people have pointed out that the perfume’s name, “Sauvage,” is tone-deaf since the word “savage” can be used as an anti-Native slur. Along with criticisms of cultural appropriation, Dior is also under fire for using Johnny Depp in its campaign. One Tweet says, “It infuriates me to watch my culture be belittled into a shameless marketing tactic. How about instead of using us to sell your product, you apologize by helping the impoverished natives in reservations instead of marketing us as ‘Sauvages.’” Others came to the campaign’s defense saying, “actual Native Americans worked on this project, were excited to help and people in the comments want to ruin it for them, sad.”

According to TIME, Dior released the following statement when asked for a comment regarding the campaign:

“As soon as we began to evoke Native American imagery and symbols in this new film, the House of Dior, Jean-Baptiste Mondino and Johnny Depp immediately decided to contact Native American consultants who are enrolled citizens of the Comanche, Isleta and Taos Pueblos and the Pawnee Nation — with the shared aim of moving away from clichés in order to avoid the cultural appropriation and subversion that so often taints images representing Native peoples. And so, from the script to the choice of locations via costume making and right down to casting, which they organized themselves, the AIO validated all the elements and symbols linked to Native American cultures.”

The full campaign is live on Dior’s website. Take a look below to see how people are responding to the ad.

Read Full Article
Share this article

What to Read Next

Dior Beauty Unveils a New J’Adore as a First-Ever Water-Based Fragrance
Beauty

Dior Beauty Unveils a New J’Adore as a First-Ever Water-Based Fragrance

The brand taps actor Charlize Theron to front the campaign.
2,621 Hypes

Best New Music of March: Lil Cherry, Megan Thee Stallion and More
Music 

Best New Music of March: Lil Cherry, Megan Thee Stallion and More

Fresh tracks to add to your spring playlist.
680 Hypes

Doja Cat Announces She's Quitting Music Following Backlash From Fans
Music

Doja Cat Announces She's Quitting Music Following Backlash From Fans

“This s–t ain’t for me so I’m out,” she says.
31,630 Hypes


10 of Our Favorite Nike Air Max Sneakers of All Time
Footwear 

10 of Our Favorite Nike Air Max Sneakers of All Time

Let’s take a walk down memory lane.
15,198 Hypes

The Sneaker Edit: Best Kicks for Back to School Season
Footwear 

The Sneaker Edit: Best Kicks for Back to School Season

Featuring styles from Nike, adidas and Puma.
14,952 Hypes

All The Songs We've Been Listening to This Summer: Megan Thee Stallion, City Girls & More
Music 

All The Songs We've Been Listening to This Summer: Megan Thee Stallion, City Girls & More

We’ve also added a few new tracks by Charli XCX, Deb Never and more.
5,439 Hypes

These Are Zendaya's 5 Wardrobe Essentials
Fashion 

These Are Zendaya's 5 Wardrobe Essentials

A complete guide to the actress’ off-duty style.
14,530 Hypes

Miley Cyrus & Liam Hemsworth Are Reportedly Working on Their Divorce Settlement
Culture

Miley Cyrus & Liam Hemsworth Are Reportedly Working on Their Divorce Settlement

According to a source, the couple should be done with the proceedings soon.
8,450 Hypes

Get Your Hands on adidas' New Yung-1 Sneakers in "Crystal White"
Footwear

Get Your Hands on adidas' New Yung-1 Sneakers in "Crystal White"

A sleek design to add to your footwear lineup.
10,137 Hypes

Rihanna Bought an Entire Archive of Kimora Lee Simmons' Baby Phat
Fashion

Rihanna Bought an Entire Archive of Kimora Lee Simmons' Baby Phat

Another fan of the iconic brand.
31,595 Hypes

Bottega Veneta's Dream Knotted Sandals Are the Next It Shoes
Footwear

Bottega Veneta's Dream Knotted Sandals Are the Next It Shoes

Dropping in “Red,” “Blue” and “Green.”
5,878 Hypes

6 Statement Boots You Need in Your Seasonal Rotation
Footwear 

6 Statement Boots You Need in Your Seasonal Rotation

Pieces from Gucci, Marine Serre, Vetements and more.
5,550 Hypes

I Tried Floating to Help Me With Stress and Sleep, Here's What Happened
Culture 

I Tried Floating to Help Me With Stress and Sleep, Here's What Happened

Read all about our editor’s sensory deprivation experience.
14,505 Hypes

6 Luxury Hotels That Will Give Your Dogs & Cats 5-Star Treatment
Culture

6 Luxury Hotels That Will Give Your Dogs & Cats 5-Star Treatment

Personal shoppers and Michelin-starred menus for jet-setting pets.
6,537 Hypes

More ▾
 
Subscribe to our Newsletter

Keep updated on the latest news.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.