![]() ![]() In a press release, the French fashion giant noted that the film was created in collaboration with Native American consultants and the advocacy group Americans for Indian Opportunity, with the aim of “moving away from clichés in order to avoid the cultural appropriation and subversion that so often taints images representing Native peoples”.īut Dior’s attempt to work with Native Americans fell short, critics said. As François says, he must create a scent not of the time, but “ahead of it”.So the fact that “Sauvage” is on some “we are the land” BS is not surprising, but as always I find it deeply disturbing when brands force Native people to make the choice between stereotypes and misrepresentation, or utter invisibility.- Dr. “Roses” he replied, “because they are universal.” Considering the abundance of rose used in the intoxicating Joy by Dior, this new perfume will surely be a universal success and a long-time classic. I had the opportunity to briefly chat with the artist. Jennifer Lawrence is the face of Joy and Francois enjoyed creating a common language with this young star as they talked about the new perfume. I can tell you that François has succeeded in creating a perfume that is an explosion of plush floral, musky, sexy and mysterious scents. How exciting to be able to smell Dior’s latest perfume on the day it is launched! Samples were passed around to the audience and we all closed our eyes to smell Joy.
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