John Boyega Steps Down as Jo Malone’s Global Ambassador
I have decided to step down as Jo Malone's global ambassador. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign.
— John Boyega (@JohnBoyega) September 14, 2020
While many brands understandably use a variety of global and local ambassadors , dismissively trading out one’s culture this way is not something I can condone.
— John Boyega (@JohnBoyega) September 14, 2020
John Boyega has stepped down as Jo Malone’s global ambassador. The actor took to his Twitter to announce the news and to explain why he is opting to step down.
Boyega is stepping down because the company decided to “replace my campaign in China by using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong. The film celebrated my personal story– showcasing my hometown, including my friends and featuring my family.”
He went on to say, “Their decision to replace my campaign in China by using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong. The film celebrated my personal story– showcasing my hometown, including my friends and featuring my family.”
Thoughts on his move?