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Why is Dior’s Johnny Depp-endorsed fragrance so controversial? After his trial against Amber Heard, the star signed a new contract as the face of Sauvage … but the scent has a muddy history

Johnny Depp is endorsing Dior’s Sauvage again ... but the fragrance actually has a controversial past. Photo: Dior
Johnny Depp is endorsing Dior’s Sauvage again ... but the fragrance actually has a controversial past. Photo: Dior

  • Johnny Depp has been a brand ambassador for Dior since 2015, and the luxury fashion house kept him on throughout his trial, even as Pirates of the Caribbean and Fantastic Beasts dropped him
  • But the fragrance already faced controversy when Depp first appeared in a mini film in 2019, with claims that the ad appropriated Native American culture

Johnny Depp is back to endorsing a controversial Dior fragrance after his defamation lawsuit against ex-wife Amber Heard finished in June. Depp has signed a seven-figure, multi-year contract with Dior to resume his role as the face of the French fashion house’s fragrance Sauvage, a source close to the deal has confirmed.

The actor has been an ambassador for Dior since 2015, according to The New York Times, and appeared in a mini film to promote Sauvage in 2019. Dior faced accusations of cultural appropriation at the time, with many arguing that the fragrance’s name and its marketing centred on Native American culture was offensive.

Here’s everything you need to know …

Johnny Depp is back to endorsing Dior’s fragrance Sauvage

Dior Beauty recently shared black-and-white images of Johnny Depp. Photo: @diorbeauty/Instagram
Dior Beauty recently shared black-and-white images of Johnny Depp. Photo: @diorbeauty/Instagram
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On Monday, the 59-year-old actor and Dior Beauty shared their first partnership post since the verdict in his court case, captioned: “Fearless yet human, just like Sauvage.” In the black-and-white images shared on Instagram, taken by photographer Greg Williams, Depp can be seen playing guitar backstage at Olympia Hall in Paris ahead of a performance.

Dior Beauty also shared this photo of a bottle of Sauvage fragrance next to Johnny Depp’s guitar. Photo: @diorbeauty/Instagram
Dior Beauty also shared this photo of a bottle of Sauvage fragrance next to Johnny Depp’s guitar. Photo: @diorbeauty/Instagram

A second Instagram post shared on Tuesday, August 9, showed a bottle of Sauvage next to Depp’s guitar, and Dior Beauty included a quote from Depp in the caption about how the scent brings back memories for him.

Johnny Depp has been an ambassador for Dior since 2015. Photo: @diorbeauty/Instagram
Johnny Depp has been an ambassador for Dior since 2015. Photo: @diorbeauty/Instagram
A third post from Dior Beauty, also shared on Tuesday, showed a video interview with Depp backstage. In the clip, he says it’s “apt” to be performing at Paris’ Olympia Hall as it’s where he saw his ex-wife Vanessa Paradis perform and took his children to see Bob Dylan.
 

Hypebeast reported that the images will be used in a new Dior campaign including Depp and his music. Dior Beauty did not immediately respond to request for comment.