"An authentic journey to the depths of the native soul in a sacred, founding and secular territory. More soon. September 1st, "reads Dior's Twitter publication with a ten-second video clip of an Aboriginal dancer performing in the heart of the American desert.
Internet users were quickly unleashed Friday at the onset of these images advertising the recent creation of Dior.
Some users of the social network have seen racism. For others it was a flagrant example of cultural appropriation.
Still others have seen an error in judgment, particularly in this association of the word "wild" with Aboriginal people.
"Hello Dior, how can you not understand how racist it is," some protested. " They understand. They do not care, "others replied.
This marketing will be studied in business schools for a long time.
– Powerful Mel Ankoly 🦈 #ForThePeople (@Mel_Ankoly) August 30, 2019
"This marketing error will be studied for a long time in business schools," commented another surfer.
"Johnny Depp is not aboriginal. Dior does not belong to Aboriginal people. What is this nonsense? I am native, and I have shivers, "reacted another, referring to the collaboration of the American actor, and the face of the House Dior, in this advertising campaign.
"Aboriginals worked on this project, were enthusiastic about helping and people in the comments want to ruin that, sad," rather a Web user.
actual Native Americans worked on this project, were excited to help you
– a | (@Lifelessword_s) August 30, 2019
In Canada, Aboriginal people have also responded. An Internet user from Kitigan Zibi wrote directly to Dior House that "consulting a single group does not give the legitimacy to homogenize Aboriginal identity and perpetuate the idea that Aboriginal people are savages. "
In response, he was told that Dior had consulted Native Americans during the preparation of this advertising campaign and was invited to discover the complete advertising onst September.
Were we afraid of controversy?
A behind-the-scenes video of the shoot was posted Friday night on Dior's Twitter account to discover "the story behind the creation of this video: a love letter to the spirit of a land to protect , cultures that should be celebrated, and a population to honor, "reads.
The video does not fail to recall that Aboriginal people were involved in the creation of this advertisement.
"For me Sauvage it was rather the notion of large spaces and large expanses", also explains the perfumer-creator at Dior, François Demachy, in another promotional extract presented on the website of the Maison Dior, while tells about his inspiration surrounding the creation of the Sauvage fragrance.
In fact, full advertising has been on YouTube for two weeks already. It was uploaded by Dior House and shared by Johnny Depp on his Twitter account. Here too, the reactions did not take long.
"Hi, it's racist and terrible. Change the name to "colonizer"? A blogger tells him.