Christian Dior’s “Cruise 2020 collection Launch”, an event that took place the last week of April in Marrakech, Morocco, was met with an onslaught of disapproval on social media.
Dior’s idea of “a new global vision to incorporate and promote the prestige of local African craftsmanship into high fashion design” was highly criticized. In addition to the concept of a French label profiting from the craft of Africa, the bold cultural appropriation was on the receiving end of outrage, and further heightened when Dior shared on Instagram videos of the launch showing the designs worn by non-African models.
Dior’s motive, in all respects including its slogan “celebration of African savoir-faire” was questioned.
The plunder of Africa’s tangible and non-tangible wealth since colonialism and now in the era of neo-colonialism, astonishingly persists. Africa is continually the entryway to western adventure, exploitation, plunder and wealth accumulation.
In the case of Dior and its new adventure through Africa, who gave Dior authority over Africa, and permission to employ Africa’s name and culture for potential gain in the global fashion marketplace? Why would Dior, a reputable luxury brand, think cultural appropriation (a form of exploitation) is acceptable?
As capitalism extends its arm, and the world looks to Africa as a destination for fashion production and consumption, it seems like a convenient and potentially beneficial approach for Dior.
Well, the young generation of Africans are telling Dior: “This won’t fly!” Fed-up by immoral opportunists, this generation is taking a firm position, safeguarding its continent and heritage, and loudly telling the world “Enough!”
Luxury Connect Africa, an African consultancy agency is one of the platforms on Instagram that sent a firm message to Dior (and the world over). Their overarching message: “This generation of Africans won’t stand by and swallow the continuous distortion and misrepresentation of our heritage anymore!
“Dior and the rest of the fashion world need to shake off this outdated patronizing stance on Africa and save themselves from the embarrassing ignorance that emanates each time any major fashion brand decides to “do” Africa. If this is too tasking then please leave Africa alone and allow proper handling and translation that safeguards our authentic heritage which we are still striving to re-build and elevate post Western colonialism, slavery, genocide, apartheid, wars, exploitation and all the imposed atrocities that our precious motherland has been bleeding from since its first encounter with the West. AFRICA IS NOT A PLAYGROUND. So please stop playing with our past history, present reality and future heritage”.
To read more of Luxury Connect Africa’s comments, see below.
By Amira Ali