818 Tequila Kendall Jenner Controversy on Cultural Appropriation and Hijacking Mexican Clothes!
Kendall Nicole Jenner was born on November 3, 1995, and is an American model, media personality, and socialite. She is Kris and Caitlyn Jenner’s daughter, and she rose to fame on the reality show Keeping Up with the Kardashians. Jenner began modeling at the age of fourteen. After working in commercial print ad campaigns and photoshoots, she had a breakout season in 2014 and 2015, walking the runways for high-fashion designers during the New York, Milan, and Paris fashion weeks. Jenner is an Estée Lauder brand spokesperson who has appeared in ads, editorials, and cover shoots for LOVE and various international Vogue editions.
Jenner debuted at No. 16 on Forbes magazine’s 2015 list of top-earning models, with an estimated annual salary of $4 million. Jenner was named the world’s highest-paid model by Forbes in 2017, succeeding Gisele Bündchen, who had held the position since 2002.
The ‘818’ Tequila Controversy, Explained by Kendall Jenner:
Three months ago, Kendall Jenner announced the launch of her tequila company, ‘818,’ on Instagram. Others chastised her for exploiting Mexican culture for 25 years, while others complimented her for secretly founding an award-winning company. Once again, the latter has struck.
Jenner released a commercial shot on an agave farm in Jalisco, Mexico, to honor her tequila brand’s upcoming launch in the United States, which drew a lot of criticism online. “I’ve had such a wonderful time learning about this amazing place [Jalisco, Mexico], its rich culture, and the nice people!” Jenner wrote on Instagram after sharing the ad campaign’s contentious photos.
Jenner can be seen riding a horse past rows of agave plants in one photo, sipping tequila on the back of a pickup truck in another, many photos of agave farmers in another, and agave roasting in an oven in another. Aside from the disputed photo, it was Jenner’s attire that drew the most attention. Viewers online chastised Jenner for wearing clothing and a haircut associated with Mexican culture despite the fact that she is not Mexican.
The outfit, which included jeans, a cowboy hat, and a loose cotton blouse over a tank top, was widely denounced as cultural appropriation or an attempt at migrant chic.’ Many others felt the campaign—and the tequila brand itself—was exploiting stereotypes about Mexican farmers because Jenner is an American. Others remarked on her use of a sepia-style tint on the photographs, pointing out that this is a common practice in American media when stereotypically portraying Mexico.
Others have asked Jenner on 818’s Instagram page how much the agave plant farmers have compensated for their involvement in the ad and their efforts harvesting the agave she uses for her tequila.
What Exactly Is Jenner Accused Of?
In the photographs and video she posted on Instagram, the 25-year-old wears the type of clothing and hairstyle that is often associated with Mexican workers.
Jenner has been accused of cultural appropriation and hijacking Mexican clothes as a result of her costume, which has prompted fury on social media. Some have criticized the model for her “chic migrant worker style,” stating she dressed up in traditional clothing as if it were a costume. Others, on the other hand, have argued that Jenner’s Mexican employees do not dress or have the hairstyle shown in the promotional film, accusing her of perpetuating a lazy cultural stereotype. According to TMZ, the film and photoshoot were made with the intention of promoting the workers who made the goods.
Meanwhile, a lengthy Twitter thread drew a lot of attention after it was pointed out that by opening her tequila company in Jalisco, Jenner dealt a big blow to many Mexican families that either create tequila for Mexican corporations or manage their own modest enterprises.
What Is the Significance of The Number 818 in The Tequila’s Name?
Jenner’s tequila is reported to be called after the California area code 818, which includes Agoura Hills, Burbank, Glendale, La Canada, Flintridge, and San Fernando. Despite the fact that the city uses an area code overlay in which codes 747 and 818 serve the same physical area, Calabasas, where Jenner grew up and where the Kardashians live, is also part of the 818 area code.
In conclusion, it looks like Jenner is simply honoring her ancestors by using the name.