Sean John Only Books White Models For Brazilian Ad Campaign

This is very interesting. Remember that spectacular Sean John runway show that featured all black male models? Sean "Diddy" Combs was widely praised for making such an important social and corporate statement on the lack of black faces on the runways and in magazines. Unfortunately there is even less diversity in Brazilian fashion and the new Sean John campaign is no exception. Made in Brazil reports on Sean John's selection of model Miro Moreira as the new face of the Brazilian campaign:

"How odd is it that even a label such as Sean John books a white model for a Brazilian ad campaign? I am not complaining to see Miro but the choice of model does say something about the target customer for the brand in the country, and, about Brazilian media in general."

The "choice" of cover model is quite consistent with the branding of the new Brazilian media campaign. Go to the new website—it's in Portuguese but easy to navigate—and there are absolutely no black or visibly mixed race models. Although the nation is approximately 45% mixed race or black, there are very few black or brown images in the media. "There is a better chance of this getting into a magazine than one using a black model," rationalizes one Brazilian fashionista in the comments at the Brazilian blog. "In advertising, if that same picture was taken with a black model it would immediately be labeled as HIP HOP or URBAN. I don't think this is offensive ."

Actually, that generalization is somewhat offensive, no? One would expect Sean John would export at least some of that social responsibility that earned them such great press during Fashion Week. Or maybe not.

This May Raise Some Controversy [Made In Brazil]

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Comments

[Lang B.]

Not suprising.

Like I said on the previous post of SJ or whatever his name is this hour, I do not find him sincere at all. That all "black" model show was a gimmick just like the owner to bring hype to himself. This is always the problem with some of us black folks, we are always including everyone else except our own just for a dollar. Very frustrating.

Black does not equate hip hop. I feel a mixed race model would have been much more appropriate. Forget demographics, what about integrity and using your power to promote your own people? I see nothing wrong with that. It is ironic and self hating. Most black people do not need to see their representation to buy clothes of white labels yet a Black "designer" has to make white folks comfortable in order to be accepted.

IMO.

[Xavier]

Luther, that is a very good analysis. Brazil pretends to be color blind but they are actually color struck and obsessed with white skin.

[Zambos]

I was a Portuguese minor in college, and the the pleasure of reading several Brazilian authors and works about Brazil. One of the most interesting reads was a comparison between the U.S. and Brazil when it came to miscegenation.

In the U.S., you were/are looked down upon if you are white and have a drop of black blood.

In Brazil, the ideology was to whiten your family. You were praised for marrying somebody lighter or of mixed blood to whiten or lighten your family. It was the reverse one-drop rule.

And let's be honest, 45% mixed and black? Seriously, who are they trying to fool? Do some research into the white population and you will find more black than white.