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- 16 Mar - 22 Mar, 2024
Dior has produced a fragrance called Sauvage since the mid-1960s and used Johnny Depp in recent years to promote it. But a new advertising campaign that paired them with Native American imagery deepened wounds among a population whose ancestors were called savages and systematically killed.
The French luxury goods company posted a trailer last week with a Lakota dancer in colourful clothing that it said embodied modern Native American culture and promised more details on the fragrance.
The videos were removed from Dior’s Instagram and Twitter accounts hours later, although they still appeared on some unrelated accounts devoted to Depp.
The trailer and videos continued to generate heavy criticism. Sauvage in French has a variety of meanings, including wild, unspoiled and savage.
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