Story at a glance
- Kendall Jenner has launched a new venture called 818 Tequila.
- In the photo and video promotions, Jenner is seen horseback riding, sipping her tequila in a pickup truck and standing among agave plants, donning braids, a cotton shirt, jeans and a cowboy hat.
- Some on social media have called her posts tone deaf and cultural appropriation.
Kendall Jenner has come under scrutiny online for what users have called “migrant chic” cultural appropriation in her new tequila ad.
In a series of photo and video promotions for her new 818 Tequila venture, Jenner can be seen in Jalisco, Mexico, horseback riding, sipping her tequila in a pickup truck and standing among agave plants, donning braids, a cotton shirt, jeans and a cowboy hat. Alongside her are local agave farmers carrying tools.
Jenner took to Instagram to call it an “incredible experience i have had thus far, learning about this beautiful place, it’s beautiful culture, and the beautiful people!”
However, some users were quick to point to Jenner’s ventures and posts as tone deaf and cultural appropriation.
YOU'VE GOT TO BE KIDDING ME.....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, watch her cry and say she didn't know later on for the 100th time pic.twitter.com/7n4VypvSVv— ARS (@ESNYstylessa) May 18, 2021
not kendall jenner acting like she’s from the rancho just bc she made her own tequila ✋— ezzy (@evmeralda) May 19, 2021
kendall jenner can go to hell with this blatant explotation of the stereotypes of indigenous women from mexico pic.twitter.com/JkKvg4k8EH— Soraya Montenegro (@mottisjandra) May 20, 2021
Kendall Jenner, appropriates Mexican culture for profit, buys a tequila brand, tries to “look” Mexican in her ads. Meanwhile Kendall’s Parent: pic.twitter.com/zxywXPnF7y— Gorda⁷ (@gordacorajuda) May 20, 2021
I can see the pain in this old mans eyes Kendall Jenner pic.twitter.com/FRNnL2iaF9— psycho cupcake (@stoned69) May 19, 2021
Some, however, did come to the model’s defense.
Kendall Jenner’s 818 tequila is no different than George Clooney’s Casamigos or The Rock’s Teramana— Iris (@irisdeadlyvirus) May 17, 2021
I get why Kendal shouldn’t own a tequila & I’m for it BUT why don’t y’all have that same energy with every celebrity who owns a tequila that isn’t Mexican ????— Anita life (@Anitaalife) May 20, 2021
This isn’t the first time Jenner has been accused of cultural appropriation or tone deafness. In the past, she has worn her hair in cornrows, sold vintage tees with her face superimposed over those of Biggie and Tupac and appeared in a Pepsi commercial about police brutality where she ends protests by offering an officer a Pepsi.
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