How has fashion and fragrance brand Dior responded to the public legal battles of one of their
key spokesmen, Johnny Depp?
And have ads for the fragrance he endorses, Sauvage, courted controversy?
Keep watching.
In 2020, Depp lost a libel case against the British tabloid The Sun, which claimed that
Depp physically harmed his then-wife, Amber Heard, and called him a "wife beater."
According to Variety, the judge ruled,
"Although he has proved the necessary elements of his cause of action in libel, the defendants
have shown that what they published in the meaning which I have held the words to bear
was substantially true."
Even with that ruling, Dior continued to stand by Depp.
The move angered many, but commentators weren't that surprised.
British public relations veteran Mark Borkowski told The Guardian,
"Brands hope for short-term memory loss and long-term amnesia.
These fashion companies live in their own bubble, it's like 'The Devil Wears Prada.'
They live in a world where they are used to facing controversy."
The newspaper noted that interest in "Sauvage" had seemingly increased following the libel
case, and that those who were supporting Depp were pledging to buy it.
Dior stood by Johnny Depp, but Hollywood didn't.
Despite initially receiving the support of "Harry Potter" author J.K.
Rowling, the actor was fired from his role as Gellert Grindelwald in the "Fantastic Beasts"
films.
Before Warner Bros. made the news official, Depp released a statement on Instagram, telling
his followers that he was "asked to resign."
Grindelwald wasn't the only major part that Depp lost, either.
It appears that his time as the wildly successful "Pirates of the Caribbean'' character, Captain
Jack Sparrow is also over.
The Daily Mail first reported that Disney was retiring Depp's Jack Sparrow back in 2018.
The actor was asked about the article when he was cross-examined by Heard's attorney
during the trial for Depp's $50 million defamation suit against his now ex-wife.
He said he wasn't aware of the report, but wasn't surprised by it, considering:
"Two years had gone of just constant worldwide talk about me being this wife beater."
Depp went on to say he's sure Disney was cutting ties "to be safe," and that he wouldn't reprise
the role of Sparrow even if Disney offered him the chance.
If Dior could have foreseen Johnny Depp's future when they hired him as the face of
Sauvage, would the company have reconsidered?
Perhaps not, because the French giant appears to be reaping the rewards of digging in its
heels.
Author and broadcaster Katie Edwards wrote in the Independent,
"Dior have been smart.
At a time when many celebrities scream 'cancel culture!'
any time they're criticized or called to account for their comments or behavior, the team at
Dior seem to recognize that controversy can drive sales."
One thing Dior can't escape, though, is the fact that the name could be interpreted as
pretty awkward.
Sauvage can mean "savage," "wild," and "fierce," according to Collins.
It's worth noting that Depp became the ambassador for the fragrance back in 2015, before the
accusations of domestic violence and legal proceedings.
In 2019, a Sauvage commercial titled "We Are the Land" was criticized for its portrayal
of Native Americans.
In it, Depp plays guitar, as a member of the Rosebud Sioux Tribe performs a warrior dance
in full traditional garb.
People were quick to say that using Native American imagery in support of a fragrance
called Sauvage was offensive.
In this instance, Dior was quick to back down, pulling the ad from social media only a few
hours after posting it.
Dior said in a statement:
"Recently, a film trailer for the Sauvage fragrance was posted on social media and immediately
withdrawn.
We are deeply sorry for any offense caused by this new advertising campaign, which was
meant to be a celebration of the beauty, dignity, and grace of the contemporary Native American
culture."
"It was a film made out of great respect, made with great respect, and with love for
the Native American peoples."
The Hollywood Reporter notes that Depp says he has Native American heritage, and that
he was adopted by the Comanche tribe ahead of playing Tonto in "The Lone Ranger."
Despite the various controversies, Sauvage has continued to sell.
According to the beauty website Cosmetify, the number of people searching for Sauvage
online increased by 23% after Depp's case against The Sun was dismissed.
The Guardian noted that Sauvage was still the number one best-selling cologne at The
Fragrance Shop at the time.
Depp's defamation suit against Heard trial hasn't slowed the fragrance down.
In 2022, Marie Claire revealed that Sauvage had become the best-selling perfume in the
world, writing:
"A bottle of Dior's Sauvage was sold every three seconds in 2021, making it the bestselling
perfume in both the male and female categories.
This is the first time a men's fragrance has taken the worldwide first place spot.
However, since its initial launch in 2015, it has seen continued success globally."
There's no denying that Johnny Depp has left his mark on pop culture.
Through his portrayals of classic characters including Jack Sparrow, Edward Scissorhands,
Sweeney Todd, and more, he has amassed a legion of loyal fans.
According to The Guardian, Depp's fans have had his back since he sued The Sun over its
"wife beater" claims.
They showed up with their signs at court, and created the #JusticeForJohnnyDepp hashtag
to discuss everything from the libel case to the counter-accusations of domestic violence
he made against Heard.
"I can see more of Johnny's side on this."
It appears as though people wanting to show support for the actor have taken to buying
a bottle of Sauvage as a way of doing so.
One supporter wrote:
"Johnny Depp is still the face of Sauvage, because Dior aren't idiots."
Another said:
"Shout out to Dior for practically being the one sponsor left for Johnny Depp that hasn't
turned their back on him.
He's still the face of their cologne Sauvage, definitely gonna get me a bottle to show my
support."
Dior banked on Depp's fans staying faithful, and the gamble has been paying off big time.
If you or someone you know is dealing with domestic abuse, you can call the National
Domestic Violence Hotline at 1−800−799−7233.
You can also find more information, resources, and support at their website.