Dior pulls the announcement of Johnny Depp's fragrance after claims of cultural appropriation

Johnny Depp and Dior are under fire after being criticized for their cultural appropriation. The luxury brand has released its new advertising that used Native American culture to sell its range of Sauvage fragrances.

The advertising campaign We Are The Land, which appeared briefly on social media before its withdrawal on Friday, August 30, staged the actor playing guitar in the desert, while a member of the Rosebud Sioux tribe played a warrior dance in a traditional wardrobe. . He also starred Twilight actress Tanaya Beatty, whose mother is of Da'Naxda'xw Nation descent.

But social media critics had none, claiming that it was insensitive to portray Native American culture for a scent with a French word for "wild" and to promote stereotypes.

The video, which was made in collaboration with the Americans For Indian Opportunity advocacy group, was shot in the Canyonlands, the ancestral lands of the Apache, Navajo and Ute peoples.

Depp is no stranger to this particular controversy – in 2012 he was named an honorary member of the Comanche tribe and he also mentioned having Native American origins. For the 2013 movie The Lone Ranger, he also played Tonto, a Native American teammate.

Dior explained that the creators had had close contact with Native American consultants "to respect Aboriginal cultures, values ​​and heritage".

But that did little to calm people online. "Whites must understand that it does not matter if Native Americans have participated in advertising. Dior uses our culture alongside the word Wild, benefiting our people and I guarantee you that no penny will go to us, "wrote one of them.

Another member of Dior's creative team said, "Since the fragrance is called Sauvage, let's make it an Indian theme! You know that Indians are wild and wild! "

Kawennahere Devery Jacobs, American Gods actress, tweeted, "You're telling me that @Dior is taking advantage of aboriginal culture and images, and hired JOHNNY DEPP to play in advertising a fragrance called WILD ?! … who thought it was ok? "