Kendall Jenner is facing backlash for her 818 tequila brand; she’s accused of darkening her skin tone in the recently released campaign photos.
The 25-year-old model was met with claims of cultural appropriation when she first officially announced her business endeavor in February, Yahoo! Life reports. People shared their opinions on the “lack of respect” Jenner showed to Mexican culture with 818’s creation. Months later, it seems that Jenner hasn’t done much to redeem herself, as her latest campaign added fuel to the fire of disappointment from Mexican people.
Jackie Mayorga, a Latinx activist, pointed out on social media “Kendall Jenner and her team were really going for that Mexican aesthetic in the ad for their new tequila… ‘Cause nothing screams authentic Mexican tequila more than Kendall Jenner wearing braids.”
Mayorga, whose TikTok video went viral with almost 500,000 likes, pointed out the obvious and subtle ways that Jenner was appropriating Mexican culture: by Jenner “cosplaying” as Mexican while using Mexican men as props, and through the use of filters that made her skin look darker.
People on Twitter chimed in on Kendall’s “culture vulture” business venture:
not kendall jenner acting like she’s from the rancho just bc she made her own tequila 😩✋🏽— ezzy (@evmeralda) May 19, 2021
twitter when they saw kendall jenner was behind 818 tequila pic.twitter.com/F3g9V9JIfP— 𝓒𝓮𝓵𝓮𝓫 𝓢𝓹𝓪𝓶 💰 (@CelebrityFasho4) May 20, 2021
Why can’t Kendall Jenner just show up as her white girl self to sell Tequila?! Why does she have to go and put on the braids, and wear the sombrero 💆🏽♀️— Julissa Natzely Arce Raya (@julissaarce) May 20, 2021
That pinky is about to betray her though 😂 pic.twitter.com/qxBSMxT8DZ
kendall jenner on today’s episode of “ it’s classy and aesthetic when the rich white do it “ pic.twitter.com/2EI1r5PrlR— malak ! (@thighrrysbf) May 20, 2021
I implore you to not buy Kendall Jenner’s trash tequila.— the_sunnyd (@the_sunnyd15) May 20, 2021
There are so many other authentic, woman-owned tequila companies to chose from.
Don’t support the exploitation of our culture and resources.#818tequila @KendallJenner pic.twitter.com/exhBaQ75p3
I can’t with Kendall Jenner trying to go for the “Mexican Aesthetic.” pic.twitter.com/NRAGbmbWMq— samantha (@thesamaguirre) May 20, 2021
GUESS WHO’S CANCELLED? Kendall Jenner being accused of culturally appropriating Mexican culture for the campaign shots and video used in the launch of her brand ‘818 Tequila.’ One person said “Kendall Jenner trying her hardest to pass of as Mexican to sell her gentrified tequila” pic.twitter.com/wEFnu8kSY3— Def Noodles (@defnoodles) May 20, 2021
kendall jenner in the commercial for 818 tequila pic.twitter.com/OQvQXaItF1— Lucky ♡ (@luckyybom) May 20, 2021
i think the advertising team that told kendall jenner her tequila commercial was fire is the same advertising team that thought the pepsi commercial was a good idea— cristal ☻ (@cristtaal_) May 20, 2021
Kendall Jenner, is this "mexican aesthetic" or "mexican cultural appropriation aesthetic"? cause I'm not getting it. pic.twitter.com/DBxt7Tmk9N— Mafer Romero 🍂 (@itsme_mafer_) May 20, 2021
I would rather give up drinking entirely than even touch Kendall Jenner’s tequila.— diana ૮₍˶ᵔ ᵕ ᵔ˶₎ა (@dainarujz) May 20, 2021