Dior quickly deleted the Tweet -- but not quick enough.
Dior and Johnny Depp were both trending on Friday -- but not in a good way.
A new ad campaign featuring a Native American rubbed Twitter up the wrong way... particularly because the fragrance is called "Sauvage".
"We are the land... Dior" Depp growls in the clip, as the the Native American performs a traditional dance, before the screen jarringly goes black, emblazoned by a word that is just one letter away from - and is a French translation of the word - "savage".
"An authentic journey deep into the Native American soul in a sacred, founding and secular territory. More to come. September 1st," the French fashion house proudly declared, seemingly oblivious to what was painfully obvious to tens of thousands of Twitter users.
"Im amazed by the consistent idiotic racial insensitivity of large corporations. Youd think Dior might think twice before releasing a fragrance 'inspired by Native American culture', naming is Sauvage, and having Johnny Depp as its face. Like...NOBODY saw anything wrong with that?" one asked.
"@Dior if you wanted to be authentic you should of made a perfume called "colonizer," a journey deep into the colonial soul , in a stolen territory. Where@dior markets itself on racism and stupidity. More to come. September 1st. #boycottdior," another sniped.
Some insisted the ad was not guilty of racism or cultural appropriation, arguing that Native Americans had been involved in the creation, as well as the fact that Depp identified as part Native American himself.
Others believed it was a targeted marketing ploy by Dior in the vein of "no publicity is bad publicity", pointing out that the company had indeed gotten people talking about it."Dior, this bullsht of yours is not only disgusting, hurtful and harmful but undeniably willful by this point just because you want to go viral. That is a 'Native American' dancer clip that ends with their shitty colonialist slur," one summarized.Dior deleted the tweet not long afterward, but a "making of" unlisted video still exists on YouTube.See some of the reaction below:
@Dior if you wanted to be authentic you should of made a perfume called "colonizer," a journey deep into the colonial soul , in a stolen territory. Where @dior markets itself on racism and stupidity. More to come. September 1st. #boycottdior
That tacky Dior ad was a calculated shot, if yt ppl were fed up with this shit the 100+ other companies doing it would've gone out of business. Racism, particularly against native people, has real play in today's market. They wanted attention and they're getting it.
I just saw that Dior ad and I can't even retweet it because at this point I'm convinced these companies are doing this because they've calculated that rage tweets can lead to sales. That is the only possible reason for this in 2019.