Mango’s ‘Tribal Spirit’ Campaign Controversy
Advertising has always had the ability to cause offense if used in the wrong way; yet as a society, you could argue we are becoming increasingly precious. Some areas spark justified debates such as the ‘Beach Body Ready’ campaign by Protein World. Mango’s latest advertising campaign may be another, although it does leave you asking – what next?
The mini campaign “Tribal Spirit” is part of the brand’s spring 2016 collection. It seems offense has been taken at the choice of model used as the face of this: Kendall Jenner. Technically Armenian in heritage, the question around whether she was the right choice to represent an African inspired range, just feels – dare we say it? A little moot. The idea that her heritage means she shouldn’t be the one to hero the ‘ethnic-inspired trends’ feels quite definitive. In our globalised culture – can we still draw such set lines?
The focus should probably be shifted onto what Kendall Jenner represents, rather than where she comes from when deciding if she is the correct choice for the brand. As one of the most sought after models of the moment, she is a role model to girls of all ages, races and backgrounds.