Dior has followed the footsteps of Gucci and walked right into the cultural appropriation trap. The luxury brand recieved some severe backlash over its newest campaign video featuring Pirates of the Carribean star Johnny Depp. The fans were excited to see Johnny Depp in the campaign video, but something else in the video managed to catch way more attention. The video features a person dressed as native american and the name of the campaign is called “Sauvage”. Gucci at 'The Milan Fashion Week': Cultural Appropriation of Religious Symbols from India, While The Debate is Missing.
Dior was met with hate and backlash when they released their teaser for Sauvage, their new cologne. The video features Johnny Depp in a mountain region. He walks through the stream and then proceeds to play the guitar, and soon has a bonfire alone in the desert. All the while, the camera turns to a Lakota dancer dancing alone in a different region. Dabboo Ratnani Calendar 2019: Manisha Ratnani Gives Clarification Over Diet Sabya's 'Cultural Appropriation' Accusation on Shraddha Kapoor's Native American Themed Photo.
People are offended that for the name Sauvage, a Lakota dancer is used. Calling a Native American savage is similar to saying the n-word. Savage is a racist term that has been applied to the native peoples of the Americas, Australia, Africa, Ireland, and the Pacific. It was used as a derogatory term in the mid 18th to 20th century which meant "wild animals".
Twitter Outraged Over the Campaign
2. Keep in mind the name of this cologne is "Sauvage" which is "savage" in French. This cologne is not new, but using a Native American theme is new.
— Yashar Ali 🐘 (@yashar) August 30, 2019
More From "Sauvage"
This is disgusting @dior. This is video from the #Sauvage release event, captured by @Official_Cat, showing some weird #redface stunt meant to convey #Sauvage aesthetics. WTF is going on here???! pic.twitter.com/dijzZYgEgQ
— Aaron Yazzie (@YazzieSays) August 31, 2019
Some people have come forward to defend the brand saying Sauvage is actually a french word which means wild. Johnny Depp is a native american, so it makes this okay for the brand to use a dancer dressed as a native american as a prop. Dior has since deleted the video of the campaign, but once it’s on the internet, it’s stuck forever.