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The California native turned into also accused of cultural appropriation when she first introduced her brand

When Jenner introduced 818 on Instagram in February, social-media users were divided of their opinions.

“The Mexican people more suitable no longer be getting beneath payed kenny,” one Instagram comment observed.

“damn at least thank the Mexican farmers, distillers whose craft and heritage you’re appropriating,” a further commenter wrote.

The agave plant has a protracted historical past and is prevalent to had been considered sacred by using Aztecs, based on The Atlantic.

now not everybody fully understood where critics were coming from, and some took the time to smash down their options, explaining the heritage of Tequila, Mexico, and that worker’s are sometimes exploited.

Story continues

In attempting to find some insight into the question of cultural appropriation, Insider spoke with Marie Sarita Gaytán, the associate professor of sociology and gender stories and author of “¡Tequila!: Distilling the Spirit of Mexico,” in February.

Gaytán advised Insider by means of electronic mail that one root of the problem became that it gave the impression as although Mexican items and lifestyle held more value within the US than Mexican people did.

“For Mexicans and Mexican-american citizens dwelling within the u.S., it certainly stings to peer yet yet another non-Mexican capitalizing on their tradition,” Gaytán referred to in February. “Why may it sting? Well, for one, while I write, actual Mexicans – moms, fathers, toddlers – are in cages, put there with the aid of the united states executive. That couldn’t turn up in a country that respected Mexicans as people.”

Celebrities like George Clooney and The Rock have an identical promotional video clips for their brands

even though some are calling Jenner’s video troublesome, others are asking why the same criticism failed to come after other male celebrities released their brand movies.

within the February interview with Insider involving Jenner’s initial company launch, Gaytán talked about that, so far as she might be aware, tequila brands launched with the aid of different non-Mexican celebrities did not elicit the same response. “When people categorical outrage over Kendall Jenner’s tequila, i ponder why there hasn’t been the identical response to the launch of manufacturers through Justin Timberlake, Nick Jonas, or Dwayne ‘The Rock’ Johnson?” she noted.

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Gaytán was unavailable for instant touch upon this story. However it is value noting that some of those celebrities have also starred in promotional video clips for their brands.

In April, Dwayne “The Rock” Johnson shared a video of himself wearing a denim shirt, driving a truck through agave fields merchandising his manufacturer, Teremana.

In December, the Teremana account shared a video of Johnson shaking palms and sharing a drink with jimadores, a whole lot like in Jenner’s video.





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