MAC has unveiled its latest collection for summer 2016, MAC Vibe Tribe,
Lose control in lips painted reckless shades of red and coral, or a flash of gold. Let your eyes escape reality in teal, cobalt, mandarin and charcoal, as free-spirited nails glisten in succulent tangerine and the perfect, buttery nude. Join the tribe. Feel the vibe.
Whilst this collections shades look beautiful for summer there has been an outcry at the tribal stereotype portrayed, with the collections artwork making a clear reference towards native american culture.
The ad campaign has caused many to call MAC out for cultural appropriation. Cultural appropriation has been explained by Anna Akbari, PhD., as,
“a way of using another culture in a way that delights our imagination, while making them the Other, and stripping them of their identity.”
Dr. Keene tells us,
“cultural appropriation interferes with a community’s ability to define its own identity. When outsiders are using aspects of culture however they see fit, the meaning behind them is slowly diluted and lost.”
And finally Akil Houston, PhD., defines cultural appropriation as,
“It is the use of another culture or cultural symbols to support or justify one’s need for self-expression or sense of freedom. Quite simply, it is theft.”
MAC cosmetics throughout the launch have made no reference to what has been assumed as the inspiration behind the collection. There has been no credit or homage to the “tribes” it has referenced, with MAC in fact stating that,
“The collection, including the visuals, product lineup, and naming, is inspired by art, outdoor music festivals, and the colours of the desert. The collection has absolutely no connection to, nor was it inspired by, the Native American cultures.”
This denial of exploitation comes when names in the collection include Adobe Brick, Call of the Canyon, Arrowhead and Wild Horses. For many this is a cringe reaction from a usually inclusive beauty brand, ignoring their involvement when accused of appropriating symbols connected to indigenous people.
Cultural appropriate in the beauty and fashion industry is common, and the public outcry has shown backlash and disappointed toward these brands.
I would love to know your views on this, will you be purchasing the MAC Vibe tribe collection? Do you believe it is simply cultural insensitivity or another example of cultural appropriation?
The MAC Vibe Tribe launch will be in May 2016 at MAC Stores and counters.
The MAC Vibe Tribe Summer 2016 Collection includes –
- Vibe Tribe Lipstick shades – Tanarama (frost), Arrowhead (matte), Painted Sunset (amplified), Pure Vanity (lustre) and Hot Chocolate (satin).
- Patentpolish Lip Pencil shades – Tumbleweed, Teen Dream, Caravamp, Desert Evening (online exclusive) and Rio Grande Romance.
- Powder Blush shades – Modern Mandarin (satin), Adobe Brick (satin) (online exclusive) and Painted Canyon (satin).
- Cream Colour Base shade – Yellow Topaz
- Call of the Canyon Eye Shadow Palette 4 shade names – Call of the Canyon (veluxe pearl), Fool’s Gold (frost), Summer Sun (frost) and Thunderbolt (lustre).
- Wild Horses Eye Shadow Palette 4 shade names – Wild Horses Brule (satin), Charcoal Brown (matte), Wild Horses (satin) and Blue Mesa (satin).
- Technakhol Eye Liner shades – Snowed In, Broque and Take the Plunge.
- Bronzing Powder / Matte Bronze Bare Shouldered Bronze shades – Refined Golden (online exclusive) and Firebrush.
- M·A·C Studio Sculpt Defining Bronzing Powder shades – Delphic and Golden Rinse.
- Gleamtones Powder shade – Dunes at Dusk
- M·A·C Studio Nail Lacquer shades – Blazing Hot (cream) and Skin (cream).
- Brushes – 125 Split Fibre Dense Face, 127 Split Fibre Face and 228/226 Double Ended
- Makeup Bag available in 2 different designs.
Don’t miss out on today’s earlier post, the exciting news that Anastasia Beverly Hills have announced a new Stick Foundation launch!