Kendall Jenner has been at the heart of many criticisms this week, about the marketing strategy used for her brand of tequila …
Tequila has become a very popular alcohol in recent years around the world. A business on which many stars have positioned themselves, like Dwayne “The Rock” Johnson, or even Georges Clooney, but also LeBron James and Diddy. An area in which Kendall Jenner has also decided to embark, with the creation of her own brand, 818 Tequila. A bottle that she began to promote on her networks on May 17, raising at the same time a rain of criticism. The reason ? It is purely and simply accused of cultural appropriation. Indeed, the young woman of 25 appears in her promotional clip proudly sporting a traditional Mexican look, she who is in no way linked to Mexico, and who except for her tequila, has never promoted it.. Kylie Jenner’s sister who, in addition to wearing a white T-shirt, a striped shirt, and jeans, also made 2 braids falling on her shoulders, this hairstyle being a traditional local cut, often sported by women cultivators of blue agave, the plant primarily needed for tequila production. An overly fashioned image that has annoyed more than one(e) on social networks …
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A very controversial promotion strategy
But what is cultural appropriation really? The term cultural appropriation is generally used when an individual from a historically and socially dominant ethnic group uses the codes of a culture or country that is also historically dominated. So understand that with the past expansionist (especially economically) from the United States that, when a child of an American millionaire decides to “transform” into Mexican during one of her pubs, many people may feel offended. Especially in the US, where the Mexican community is very important, and the differences between the States and Mexico are numerous. Internet users therefore accuse him of using, through this campaign, the image of Mexico and its farmers for personal… and above all economic ends. Tequila being the national drink in this Central American country, some have even criticized it for not having served itself in shots, as tradition requires, but in stemmed glasses. In the majority of cases, it was found disrespectful that she decided to look like a mexican when it is not. For now, Kendall has not reacted to this controversy, while to bottle, the 818 tequila, produced on limited edition in… California, is already out of stock. Business is business in Uncle Sam’s country!
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