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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".
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View Story"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.
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View Story@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
@Abernardnews
This has got to be that thing where companies try to use outrage as a marketing tool, right?
@coffeespoonie
I'm not going to retweet it, but I am gobsmacked that Dior ad IS STILL ONLINE.
@CBCKatie
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.
@tripgore
#Dior is using a Native American dancing in traditional regalia to promote their "Sauvage" cologne. It's 2019.
@LucasBrownEyes
We must ask ourselves. Why are there still so many ads using Anti-Native Slurs and exploiting Native Americans? pic.twitter.com/7XPOihVUa9
Is this what you meant by more to come? #Sauvage pic.twitter.com/oQB2fAKboP
@NanticokeRep
Given that Johnny Depp shills Sauvage and also did this, that Dior mess feels horribly inevitable, I hate to say pic.twitter.com/IGJFkGTWNG
@SorayaMcDonald
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.
@FarrahRochon
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