US News: Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume - - PressFrom - United Kingdom
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US NewsDior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume

05:05  31 august  2019
05:05  31 august  2019 Source:   thehill.com

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Dior Faces Cultural Appropriation Backlash for Native American -Inspired Storied French fashion brand Dior is facing criticism after it debuted a sneak peek of its new fragrance campaign featuring In the caption the brand wrote, “An authentic journey deep into the Native American soul in a sacred

Dior consulted members of Native American communities who are featured in a video with a look behind the scenes of its Sauvage film, which the designer worked on with music video director Jean-Baptiste Mondino and actor Johnny Depp. The full film is expected to be out September 1.

(Video by GeoBeats)

Fashion and beauty giant Dior faced immediate backlash online Friday after tweeting an advertisement for their new perfume, called Sauvage, featuring a Native American dancer.

Dior tweeted "An authentic journey deep into the Native American soul in a sacred, founding and secular territory," Thursday morning, alongside a video of a Native American person dancing to drum beats while a narrator says "We are the land."

The tweet is part of a larger roll out for the perfume. Earlier this month, actor Johnny Depp starred in a minute-long video promoting the release of the perfume. It shows Depp playing the guitar and walking around an expansive desert and park, as well as a Native American woman. It also features the dancer in the tweet.

Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume © The Hill Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume

Dior is also releasing a film Friday to accompany the release of the perfume, which they describe as, "the stories behind the creation: a love letter to the spirit of a land that should be protected, cultures that should be celebrated and to peoples that should be honoured."

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Dior Criticized for Appropriating Native American Culture With ' Sauvage ' Fragrance Ad . A new teaser ad for an upcoming perfume fragrance called “ Sauvage ” that designer fashion house Dior bills as “an authentic journey deep into the Native American soul in a sacred, founding and secular Previous iterations of “ Sauvage ” ads featured Depp in the American West, but did not double down

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Ron Martinez, who served as a consultant from the Americans for Indian Opportunity on the perfume's release, says in another Dior promotional video that the location where they filmed the promotional videos "really speaks to the essence of what Jean-Baptiste [Mondino] and Johnny [Depp] were looking for in terms of connecting with that Native American spirit."

The video also features other Native American people discussing their tribes' cultures.

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Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume
Dior faces backlash for featuring 'Native American soul' in ads for 'Sauvage' perfume

Depp also says that he was adopted into the Comanche Nation.

Twitter users criticized the roll out despite Americans for Indian Opportunity working with Dior.

But, others defended the ads, saying that Dior and Depp purposefully used Native American voices and input in the design.

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