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L’Oréal Paris UK sacks their first trans model Munroe Bergdorf for challenging racism

L’Oréal Paris UK sacks their first trans model Munroe Bergdorf for challenging racism

Munroe Bergdorf becomes first trans model to land a L'Oreal UK ad

L’Oréal Paris UK has sacked their first trans model Munroe Bergdorf after she posted a message challenging racism.

Claiming they ‘champion diversity’, the beauty brand claimed the model’s views were ‘at odds’ with their values.

She was announced as the company’s first trans model days before.

Munroe Bergdorf posted blog on systematic racism

The activist and DJ had posted a message discussing the white supremacists in Charlottesville, in which she said western society as a system is rooted in white supremacy.

Bergdorf wrote: ‘Honestly I don’t have energy to talk about the racial violence of white people any more. Yes ALL white people.’

But it is clear the post challenging socialized racism was too much for L’Oréal.

Monroe Bergdorf
Monroe Bergdorf.

‘L’Oréal supports diversity and tolerance towards all people irrespective of their race, background, gender and religion,’ they said in a statement.

‘The L’Oréal Paris True Match campaign is a representation of these values and we are proud of the diversity of the Ambassadors who represent this campaign.

‘We believe that the recent comments by Munroe Bergdorf are at odds with those values, and as such we have taken the decision to end the partnership with her.’

‘You cannot just simply cash in…’

Defending the piece on Facebook, Bergdorf made clear what she was saying.

‘When I stated that “all white people are racist”, I was addressing that fact that western society as a whole, is… designed to benefit, prioritize and protect white people before anyone of any other race. Unknowingly, white people are SOCIALISED to be racist from birth onwards. It is not something genetic. No one is born racist.’

Taking on L’Oréal, Bergdorf added: ‘If you truly want equality and diversity, you need to actively work to dismantle the source of what created this discrimination and division in the first place.

‘You cannot just simply cash in because you’ve realized there’s a hole in the market and that there is money to be made from people of color who have darker skin tones.’

‘Racism may be a jagged pill to swallow…’

And continued: ‘Racism may be a jagged pill to swallow, but I suggest you force it down quickly if you want to be part of the solution.

‘Doing nothing, does nothing and solves nothing. Empowerment and inclusivity are not trends, these are people’s lives and experiences.

‘If brands are going to use empowerment as a tool to push product to people of color, then the least they can do is actually work us to dismantle the source, not throw us under the bus when it comes to the crunch.

‘At times like this, it becomes blindly obvious what is genuine allyship and what is performative.’

On Twitter, many are calling for Bergdorf to be re-instated in the campaign.

https://twitter.com/AliceBeggs/status/903554744647655424

https://twitter.com/HixxiDustButt/status/903556801089736705