22/04/2016
No thank you.

Words by

Laura Kennewell

The internet has reacted to MAC’s new collection, Vibe Tribe, and so far the feedback has been less than glowing.

The collection has been attacked for its clear cultural appropriation and use of stereotypes. 

Some have claimed that Native American tribes and cultures have been imitated in the campaign, and there’s certainly evidence to support this. Vibe Tribe's campaign images feature models wearing feathers, colourful prints and tribal tattoos. The main concern popping up on twitter is the lack of respect towards these traditional cultures.

MAC has claimed that Vibe Tribe instead draws inspiration from music festivals, art and the colour of the desert. A MAC spokesperson has explicitly stated the brand and its inspiration have no connection to Native American cultures. This explanation seems a little hard to swallow though, considering music festival punters continue to be criticised for their appropriation of Native American headdresses and bindis.

This isn’t the first time the fashion industry has been caught up in cultural appropriation issues. Just last month Dolce & Gabbana were in hot water after they released the ‘Slave sandal’ and last year Vogue Italia copped some heat over their afro photoshoot with Gigi Hadid.

The collection will be available online May 12 and in stores from mid-May until the end of June.

maccosmetics.com.au

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