October 6, 2022

Dior just provoked social media outrage with new ad for “Sauvage” perfume depicting Native Americans

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Luxury fashion companies just can’t seem to stop landing themselves in hot water for dumbfounding displays of racism and cultural insensitivity. Earlier this year, Gucci found themselves under fire for a “blackface sweater;” the year before, they sparked outrage for putting Sikh turbans on white models and then selling them for $800. Now, it’s Dior on the hotseat for an astonishingly offensive perfume ad campaign.


Dior premiered a new ad today that had all the hallmarks of corporate performative wokeness, promising an “authentic journey deep into the Native American soul.”

The problem? They named it “Sauvage” — French for “wild” or quite literally “savage.”


“Savage,” of course, is a term used by European colonists for centuries to dehumanize Native Americans and to justify their genocide.

How this campaign at a multi-million dollar company could pass through so many layers of approval and not have one person think to speak out against this truly blows the mind.

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To add insult to injury? The star of the campaign is actor Johnny Depp, recently accused of abusing his ex-girlfriend Amber Heard.

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All these incidents taken together indicate that there is severe racism — or at the very least, deep-rooted insensitivity to other cultures ingrained in the fashion industry.

Social media immediately let Dior have it:



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Natalie Dickinson

Natalie is a staff writer for the Washington Press. She graduated from Oberlin College in 2010 and has been freelance blogging and writing for progressive outlets ever since.

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