Dior explains in their release that they were actively trying to avoid this current reaction:

“As soon as we began to evoke Native American imagery and symbols in this new film, the House of Dior, Jean-Baptiste Mondino and Johnny Depp immediately decided to contact Native American consultants who are enrolled citizens of the Comanche, Isleta and Taos Pueblos and the Pawnee Nation.”

Their aim was to :

“...moving away from clichés in order to avoid the cultural appropriation and subversion that so often taints images representing Native peoples. And so, from the script to the choice of locations via costume making and right down to casting, which they organized themselves, the AIO validated all the elements and symbols linked to Native American cultures.”

They failed, however, because no matter how many actual Native Americans were consulted and hired here, the viewer doesn't know this just by looking at the ad, so Twitter did what twitter does best and had a fit.



What most complainers seem to have in common is that they had no idea the Dior cologne "Sauvage" has existed for many years with Depp as the frontman already. They are interpreting the name as a direct slur directed at Canku One Star, and the elusive young beauty who spies on Depp from behind tall grass.

Due to the reactions, Dior has removed the campaign from all social media, and are cancelling the September media buy.

