Tag Archives: race

Killing the natives as a jeans marketing ploy

Diesel Island advert, in ASOS magazine[Diesel advert reads: “Instead of conquering an island by killing the natives, we decided to simply buy it.  (Besides, have you seen the price of weapons these days?)  Diesel Island: Land of the Stupid, home of the Brave.”]

Not content with sexualising and appropriating various forms of culture – Native American stands out here, but fashion does love “tribal” stuff – this Diesel ad has been consistently annoying me this week.

Conquering an island is apparently still an option – although guns are pretty pricey at the mo!  Thank heavens we can resort to white Western privilege and buy an island through some happy debt slavery.  Apparently the Diesel campaign has the tagline ‘What would it be like to start a nation from scratch?’, and lets you become a citizen online.  I would like to be a citizen in a world where these kind of adverts – yay references to genocidal invasion! – just didn’t happen.

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Filed under Feminism, Procrastination