Italian luxury label Marni apologized after images from the SS20 campaign with black models received a lot of negative feedback. The way in which they were used was, according to many fashion connoisseurs and enthusiasts, substandard. Among other things, watchdog of the fashion world Diet Prada lashed out on Instagram earlier this week.
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“At Marni, we apologize for the damage our last campaign has caused. What was meant to be a campaign celebrating the beauty of Afro-Brazilian culture, from the perspective of Brazilian photographer Edgard Azevedo, had the opposite impact. Our oversight during the review process is unacceptable – and we are incredibly sorry, ”commented Instagram.
“The Marni team is passionate about inclusivity and celebrating diverse cultures. As we strive to create a more just world, we sincerely regret that our efforts have caused more pain. We immediately removed these images and are making greater efforts to ensure that our processes run more intelligently. We are using this moment as an opportunity to support more colored voices and creators and to strengthen talent that plays an important role in creating a more inclusive and diverse fashion world. ”
In the criticized campaign, models were styled with ethnic accessories such as wooden chains and woven hats, which are not by the way Marni. A model was painted, reminiscent of tribal body paint. In another image, a model was wearing chains around the ankles. The images some referred to racist stereotypes of black people as primitive people.
In addition, the campaign slogans were chosen unhappily. The terms “jungle mood” and “barefoot in the jungle” reminded Diet Prada of the critically criticized H&M jersey from 2018, worn by a black boy and printed with the words “Coolest monkey in the jungle”. According to the site, the blackface sweater from Gucci also fits in that list.
Diet Prada emphasized that the photographer on duty Edgar Azevedo has Afro-Brazilian roots and that more context in this collaboration and the whole campaign could have helped to get the message across. “The harm was done when the marketing team chose those images and slogans. These stereotypes are just some of the ways that whites look at black people, oppress them, dehumanize them, and rob them of their human rights. That yet another fashion brand reflects this style proves that much work is still needed to dismantle racism around the world, ”said Instagram.
The fashion house, which first only removed the photo with the chained model, has now taken the entire campaign offline.
