Great outrage generated in social networks the exploitation and incorrect use that carried out the clothing brand of French origin Sezane to a group of indigenous Zapotec women from Teotitlán del Valle, Oaxaca, whom he used as models, taking photos to promote his collection.
The Instagram account “Lienzos extraordionales”, which publishes content on traditional Mexican clothing, initially published a video in which a young woman is seen who, along with photographers, indicate an elderly woman and a green sweater from the mark, smile.
They also made her dance. All, as reported, in exchange for 200 pesos.
“If we cannot plagiarize, let us use the people of the native peoples as cultural capital”, denounces “Extraordinary Canvases”. “Native cultures are treated as a showcase to choose and take, without respect or ethics,” he adds.
The complaint speaks of “chills” by what the French brand Sezane did through its photographers and creatives despite having been warned about not interfering with the locals.
“Sezane did not care and, as if it were his own, he dressed the woman in the video and made her dance offering 200 Mexican pesos,” the complaint warns.
In a statement, the National Institute of Indigenous Peoples (Inpi) condemned the fact and surely the subsequent intention of Sezane to use the images obtained with the indigenous Zapotec woman in advertising and promotion contexts.
For a long time, Mixe, Zapotec, Mazatec and Chinantec peoples of Oaxaca have been denouncing that creatives and people of design and photography, especially foreigners and representatives of brands such as Zara, Levis and Anthropologie, plagiarize graphic patterns that represent their identities.
In the communiqué, Inpi argues that these kinds of actions “violate the dignity of peoples and communities and reinforce racist stereotypes about indigenous culture and traditions.”
The events took place on January 8, according to publishes The universal, in the market of Teotitlán del Valle, in the central region of Oaxaca.
Inpi said that it will speak with the authorities of Teotitlán and the aggrieved people to initiate a legal process according to the law.
The fashion brand Sezane is originally from Paris, France. She is relatively young: she was born in 2013. Her main feature is her vintage style. The founder and owner is Morgane sezalory.
Update: The campaign was canceled by Sezane.