Dior is facing backlash for promoting its perfume line Sauvage with an advertisement featuring Native American imagery.
The 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 that said embodied modern Native American culture.
The fashion brand teased the ad, which stars actor Johnny Depp, on Twitter on Friday as “an authentic journey deep into the Native American soul in a sacred, founding and secular territory”.
The videos were removed from Dior’s Instagram and Twitter accounts hours later, although they still appeared on some unrelated accounts devoted to Depp.
Dior has produced a fragrance called Sauvage since the mid-1960s. The French name “Sauvage ” of the fragrance line translates to “wild” or “savage” in English.