Earlier this week, fragrance company Jo Malone London apologized to actor John Boyega after they recast and reshot the video he’d directed for the company, removing all Black people from the version set to air in the Chinese market. However, it seems as though the apology is too little too late, as Boyega announced Monday he is stepping down from his role as brand ambassador.
“I have decided to step down as Jo Malone’s global ambassador,” he tweeted. “When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign. Their decision to replace my campaign in China by using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong. The film celebrated my personal story — showcasing my hometown, including my friends and featuring my family.”
“While many brands understandably use a variety of global and local ambassadors , dismissively trading out one’s culture this way is not something I can condone,” Boyega’s statement continued. “It’s back to back but I assure you this will be dealt with swiftly. I don’t have time for nonsense. We press on and strong. Stay blessed people.”
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