Kendall Jenner and her new tequila brand, 818, have come under fire for a new set of adverts released this week, which have been accused of appropriating Mexican culture.
The advert features shots of farmers working at the Jalisco agave farm where they produce Jenner’s product, and the model is seen wearing a cowboy hat, pigtails and a cotton shirt while riding a horse through the farm.
Jenner has turned off the comments on her Instagram post since the backlash as followers question whether the model was exploiting Mexican culture for her own gain by launching a tequila brand, while others criticised the outfit she chose to wear in the advert.
Tequila typically comes from Jalisco in Mexico, made through an intensive process by farmers who harvest agave plants that can take up to eight years to mature. Jenner’s brand has been questioned over whether she’s gaining profits from those who are actually farming and if she’s claiming something from Mexico as her own.
Many have taken to social media to express their feelings, with one user tweeting: "Something about Kendall Jenner making tequila rubs me the wrong way..like the idea of white celebrities taking from local Mexican artisans and profiting off our traditions and agricultural business yet only visit Cabos and Puerto Vallarta for vacation spots."
"And not to mention profit off the brown hands that actually plant, grow, harvest ferment and distill the agave plants in Jalisco."
Another user tweeted: "Kendall Jenner only worked on this new tequila she’s making for 4 yrs, yet call it the best tequila she’s had? Homegirl didn’t even have the audacity to wait the 6-8 yrs to see to process of how agave is grown & labored. The disrespect!! Anyways stick to buying ur local Tequila."
Another felt Jenner had stereotyped the farmers: "leave it to Kendall to be as tone-deaf as possible, this is so offensive. Modeling that chic migrant worker look for her tequila brand."
Some fans have pointed out that George Clooney didn't receive the same backlash when launching his own tequila brand, Casamigos. Jenner is yet to respond to the accusations.
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