La top-modèle Kendall Jenner, âgée de 25 ans, doit faire face à une nouvelle réaction négative à cause d’une campagne publicitaire controversée.
Le modèle a lancé sa propre marque de tequila appelée 818 en février 2021. Après le lancement, elle a publié une campagne publicitaire comprenant une vidéo et des photos d’une ferme d’agaves à Jalisco, au Mexique, où sa tequila est fabriquée.
Dans la campagne, on peut voir Jenner à cheval dans la ferme d’agaves, avec de longues tresses et un chapeau de paille noué autour du cou, buvant un verre de tequila pendant que les agriculteurs travaillent. La campagne est considérée comme un manque de tonalité et une appropriation culturelle.
Check out @KendallJenner doing her best impression of a Mexican laborer! so refreshing to see that nepotism and cultural appropriation is still a profitable combo🤗 pic.twitter.com/bjOq9MIqsh
— Grace (@Grace_irla) May 17, 2021
« Regardez Kendall Jenner faisant sa meilleure impression d’un ouvrier mexicain ! Si rafraîchissant de voir que le népotisme et l’appropriation culturelle sont toujours une combo profitable. »
Jenner a fait face à de nombreuses critiques en s’appropriant la culture mexicaine à cause des racines profondes de la tequila dans l’histoire du Mexique, alors qu’elle n’a pas du tout d’origines mexicaines. Le fait que sa famille utilise beaucoup d’éléments de la culture africaine et a été accusée d’appropriation culturelle africaine, rend la campagne de Kendall Jenner faisant la même chose avec la culture mexicaine encore pire.
Something about Kendall Jenner making tequila rubs me the wrong way..like the idea of white celebrities taking from local Mexican artisans and profiting off our traditions and agricultural business yet only visit Cabos and Puerto Vallarta for vacation spots…
— Estefanía (@estyledesma) February 17, 2021
« Quelque chose me gêne dans le fait que Kendall Jenner fabrique de la tequila… Comme l’idée que des célébrités blanches prennent aux artisans mexicains locaux et profitent de nos traditions et de notre agriculture, alors qu’elles ne visitent que Cabos et Puerto Vallarta comme lieux de vacances… »
Ce n’est pas la première fois que Jenner est critiquée pour un sujet aussi délicat. En 2017, elle a participé à une campagne Pepsi où on l’a vue enlever sa perruque blonde et rejoindre les manifestants qui affrontaient la police lors d’une manifestation. La publicité se termine par le fait que Jenner donne une canette de Pepsi à un officier de police et que l’officier sourit en réponse. Cette publicité a été perçue comme une banalisation du mouvement Black Lives Matter et de la brutalité policière à l’encontre des Noirs. Et maintenant qu’elle doit faire face à une autre campagne raciste, elle reste silencieuse.
Capture d’écran de la publicité Pepsi
Lors d’une émission de talk-show avec Jimmy Fallon, Jenner s’est défendue et a déclaré que sa marque avait trouvé un moyen de créer des briques durables à partir de fibres d’agave qu’ils donnent à la communauté de Jalisco, soulignant les objectifs de l’entreprise « socialement consciente » et « respectueuse de la planète ». Cependant, elle n’a pas répondu aux critiques d’appropriation culturelle.
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