Mexico against the fashion multinationals who steal the ancestral designs of indigenous peoples

A video released on social media provoked the reaction of the media and the Government which launched an investigation into the incident

Don't store avocado like this: it's dangerous

In Mexico, indignation against the French brand Sézane, the latest fashion house in chronological order, is growing, accused of cultural embezzlement.

But what happened? At the beginning of January, a production team of the fashion label arrived in the town of Oaxaca, chosen as the ideal set to emphasize the clothing of the collection combined with the colors and textures typical of Mexican fabrics. A backstage video blew up a real case: the protagonist was an elderly indigenous lady photographed by the troupe at the Teotitlán del Valle market wearing a mix of traditional clothes with those of the brand. She is also filmed while she dances typical dances, surrounded by the crew and hosted in a well organized set.

 

View this post on Instagram

A post shared by Bupu Cortés (@lienzos.extraordinarios)

 

The diffusion and sharing of the video on social networks provoked the indignation of thethe National Institute for Indigenous People for the improper use of the image of this woman of Zapotec origin and accused the French house of having violated the United Nations Declaration on the Rights of Indigenous Peoples. The Government promises an investigation because this type of actions harm the rights and dignity of people and communities and also because racist stereotypes towards the culture and traditions of the natives are reinforced in this way.

The response of the Paris companies was not long in coming: what was shared, they assure, is not part of the advertising campaign but only of a backstage storytelling by the creative director. In addition, arrangements had been made with the lady she met at the market and she agreed to participate, free of charge, in the informal backstage.

The Mexican press also took an interest in the case starring Ms. Guillermina Gutiérrez. She told in an interview that she was approached by a person from the crew while working at her stall at the market, that she was convinced to follow this person for only a few minutes with the promise of a subsequent purchase of the goods for sale. The change of clothes, photos and filming, documented by the video of discord, continued for about an hour, time taken from Gutiérrez's work, who then found herself without any compensation or purchase from the crew but with a sweater left to her. in a plastic bag. The wave of indignation raised by the media and social networks led to Ally canceling the campaign in Oaxaca.

The controversy strikes two exposed nerves: on the one hand, the inequalities in treatment that show no sign of diminishing among Mexicans. On the other hand, that of the misappropriation of the culture and symbols of indigenous culture both for the commercial promotion of Mexico and for the creation of fashion garments by many high-sounding and fast fashion companies. Plagiarism and disrespect are the basis of a dispute between the government of the country and the world of fashion in particular that continues over time.

Follow your Telegram | Instagram | Facebook | TikTok | Youtube

Sources: National Institute for Indigenous People; United Nations Declaration on the Rights of Indigenous Peoples

You may also be interested in:

Mexico City says goodbye to the statue of Christopher Columbus. In its place a monument that pays homage to indigenous women;

From Prada to Zara, the big fashion brands are destroying the Amazon rainforest;

Terrible, the Atacama desert is now the graveyard of fast fashion (and it's our fault too)