A clip of the promotion, called ‘We are the Land’, was posted on Dior’s social media accounts on Friday. The teaser shows Depp, clad in a poncho, shredding on an electric guitar as a Native American, decked out in full ceremonial garb, performs a tribal dance.

In an apparent attempt to preempt internet outrage over alleged ‘cultural appropriation’, Dior noted that the spot was filmed with the help of Native American consultants. In a caption to a now-deleted Instagram post, the company wrote that the film was made in “close collaboration” with Americans for Indian Opportunity (AIO) “in order to respect Indigenous cultures, values and heritage.”

However, what some would argue was the brand’s attempt at preemptive damage control did little to help Dior escape the internet’s wrath, spurred by accusations of cultural appropriation and outright racism.

Also on rt.com Fashion victims: 5 times clothing giants profited from cultural appropriation Many took issue with the French name of the fragrance, ‘Sauvage’ which can be translated into English in several ways, including ‘wild’, ‘unspoiled’, ‘unsociable’, ‘savage’, and ‘fierce’.

The majority of those incensed over the campaign, however, presumed the most obvious (which is not always correct), while pointing to the uncanny similarity between the word ‘sauvage’ and the English ‘savage’……More Here