12h 45min, sep 13, 2019 y - NEW YORK TIMES
Dior Statement
Dior Finally Says
No to Sauvage
Description:
Dior Finally Says No to Sauvage
Why luxury fashion and cultural appropriation are on a collision course.
By Vanessa Friedman
A stubbled white loner in a serape, a deep ocean blue shirt and multiple beaded chains and bracelets stares moodily at desert landscape lit by the blood reds of sunset. A Native American in classic regalia dances atop a mesa.
A girl in what looks like a wolf-skin peers through grass. The loner happens upon an electric guitar under a blanket and begins to play. The Native American dances more. "We are the land" is intoned.
The word "Sauvage" appears across the screen.
Then a bottle of cologne. Then the message: "The parfum from Dior."
This is a commercial no one is ever supposed to see again.
Two weeks after the French luxury brand revealed the teaser trailer for the ad, setting off what seemed like a justifiable (and thus preventable) firestorm on social media thanks to the juxtaposition of Native American tradition and a word that sounded a lot like a historic racial slur - two weeks after Dior pulled the teaser from social media and began trying to explain - the company has effectively given up on the whole thing.
Today DIOR released this statement:
“The House of Dior has long been committed to promoting diversity and has no tolerance for discrimination in any form. Recently, a film trailer for the Sauvage fragrance was posted on social media and immediately withdrawn.
We are deeply sorry for any offense caused by this new advertising campaign, which was meant to be a celebration of the beauty, dignity, and grace of the contemporary Native American culture. As a consequence, we have decided not to release this version of the campaign.”
Dior has decided to cancel the film campaign and use only print stills that feature Johnny Depp, the face of the fragrance. The Native American contribution has essentially been erased, along with their presence — though it will live on, as most such things do, in bootleg copies online.
But why did it take so long? (It seems so long ago, you wonder if anyone even remembers.) And is this really a solution?
As the European leg of the monthlong run of fashion shows begins, with boldface brand names from New York, London, Milan and Paris flooding Instagram with catwalk pictures and thousands of potential pitfalls, it is worth digging a little deeper into the answer.
Because if one thing is certain, it is that this will probably happen again.
[FULL IN DEPTH ARTICLE IN LINKS - ARCHIVED TO AVOID PAYWALL]
Added to timeline:
The Johnny Depp Chronology
Johnny Depp and Amber Heard Complete Timeline
The Johnny De...
Date:
Images:
![]()
![]()
![]()
![]()
![]()
![]()
![]()
![]()
![]()
![]()
![]()
