Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Kendall Jenner Is Mango’s New Face, But the Campaign Is Controversial

Photo via Nitrolicious

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Following in the footsteps of Cara Delevingne and Kate Moss, Kendall Jenner is the new face of fast fashion retailer Mango. Jenner stars in ads for Mango's spring 2016 campaign, and before the campaign rolls out on February 1st and ends up in March issues of magazines, Mango teased a video on Instagram and images via WWD. In the video, Jenner shows off her dance moves, just like she did for Balmain x H&M.

The campaign isn't without controversy: people are accusing Mango of cultural appropriation for its "Tribal Spirit" campaign theme, Mashable reports. The collection is inspired by the African savanna, according to WWD, and it will feature a "tribal print dress."

"We thought that she was the best model to embody this trend. And obviously the upside with that is that, as a model, she’s very professional, she works fantastically. As a celebrity she has huge repercussions in the market and among her followers," Mango vice president Daniel López told WWD.

Here are some of the comments about the "Tribal Spirit" theme from Mango's Instagram video, which has more than 23,000 likes:

"Noooo why tribal spirit! Why!!!"

"What tribe does she belong to? This is appropriation"

"Where are the native American girls and African model....because I know there are many of them out there to represent us"

"The fact that it's labeled as "tribal" makes me turned off by the campaign and produc[t]"

"Ain't nothing interesting, authentic, or tribal about her. Shame to unlike your page, but...ppl who support this family are vapid zombies."

"People acting like this is the first time seeing in fashion using 'tribe' campaign..anyways I'm excited to see the rest of the campaign..very nice choice on Kendall using her massive followers will do reach worldwide..congrats."