This Dior Ad With Native American Imagery And Johnny Depp Seems Ill-Advised

French luxury goods company Dior is facing backlash for incorporating Native American themes in its new ad campaign with Johnny Depp promoting its fragrance Sauvage.

Dior posted a video on its various social media platforms featuring Canku Thomas One Star, who, according to People magazine, is "a member of the Rosebud Sioux Tribe in South Dakota." Dior describes it as "An authentic journey deep into the Native American soul in a sacred, founding and secular territory."

"With images saturated with colours and emotions, @c1star performs the mesmerizing Fancy War Dance that embodies all the modernity of the Native American culture," Dior explained in an Instagram post. "A film developed as a close collaboration between the House of Dior and Native American consultants from the 50-year old Indigenous advocacy organization, @americansforindianopportunity in order to respect Indigenous cultures, values and heritage."

Despite the brand's insistence that its use of the Native American imagery was being used respectfully, hordes of social media users thought the company was culturally appropriating the images in a crass and exploitive way. "Using Indigenous people and our culture for your new perfume aesthetic and feeling the need to name it 'Sauvage' is a completely bad take," said Tyra Maney. Watch the full video below:

[Via Twitter]