sep 3, 2019 - THE BLAST Johnny Deep Under Fire For Ad Campaign That Uses Native American Culture

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Johnny Deep Under Fire For Ad Campaign That Uses Native American Culture

by Emily Reily

Depp's At It Again

Johnny Depp is facing scrutiny yet again after a Dior perfume ad he appeared in was pulled for claims of cultural appropriation.

Depp has been associated with the perfume since 2015, so his image with the "Sauvage" fragrance should come as no surprise to those familiar with the fashion house.

'Sauvage' Ad Pulled

The campaign for Dior's "Sauvage" was yanked from social media sites Friday after just a few hours, after outcry for its use of Native American imagery and for including Depp into the mix. The actor has claimed Native American ancestry before.

'Offensive, Racist'

Crystal Echohawk, executive director of IllumiNative, a Native American advocacy group, spoke to Business of Fashion about the campaign.

“The ‘Sauvage’ campaign released by Dior today is offensive, racist and cultural appropriation at its worst by a corporation that is exploiting Native peoples and culture for profit."

“This is a company that is looking to profit off of advancing a harmful stereotype about Native people.”

Dior Trying To Make Its Case

In response to the backlash, Parfums Christian Dior says it's "proud" of the company's efforts to “change the misperceptions about Native Americans, to share accurate American history, to build awareness about Native Americans as contemporary peoples and to promote Indigenous worldviews.”

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