Cheeky French steal moko
The blatant theft of traditional designs is an ongoing problem for the New Zealand Maori people. Their traditional designs are used for all sorts of promotions, from cigarettes to fashion. The Maori people have been asserting themselves and introduced safeguards against the misuse of their culture and cultural designs by unscrupulous operators such as Jean Paul Gaultier.
Maori have become vogue in Europe, with chic French designer Jean Paul Gaultier's cheeky plundering of the moko to promote his latest collection.
Gaultier's ads, in the European editions of the fashion bible Vogue, have stirred a storm, and not just for using Maori art to promote clothing and sunglasses.
Fashion blogs have picked a cannibal theme, with one headed: "I'll eat your liver and still look fabulous."
Victoria University Maori business senior lecturer Aroha Mead said her first impression of the Gaultier images was that they were ugly. "It's definitely Maori, no question about that."
Some of the images were also culturally offensive, particularly a female model with a moko and posed sitting with her legs open.
While worried about the lifting of images, Ms Mead believed it was something of a commentary on New Zealand.
"It's more vogue to be Maori outside New Zealand than it is to be Maori inside New Zealand."
She said some people believed that the use of Maori imagery was regarded as flattery.
"I take the line that if copying is flattery, tell that to Coca-Cola and Harrods, who rigorously protect their designs."
The message coming through from Gaultier was that Maori culture was exotic and beautiful.
"The tragedy for us is that we are not perceived that way in our own country."
The Maori arts board of Creative New Zealand has created toi iho, a registered trademark used to promote and sell Maori arts and crafts.
It allows for partnerships with non-Maori, but a spokeswoman said there had been no contact with Gaultier....
Unauthorised use of Maori design to sell cigarettes:
- New Zealand's indigenous Maoris have won an apology from the world's
biggest tobacco company, Philip Morris, for using their name and image
to sell a brand of cigarettes, local media reported Friday.
The company's chief executive, Louis Camilleri, apologized at the
annual meeting of parent company Altria in New York, saying that
selling the 'Maori Mix' brand of cigarettes in Israel last year was a
mistake, Radio New Zealand reported.
Shane Kawenata Bradbrook, director of the Maori Smokefree Coalition,
attended the meeting and said the product was 'an absolute affront to
my people,' in a statement released in Wellington.
Bradbrook accused Philip Morris, which has since withdrawn Maori Mix
cigarettes from sale, of 'misappropriation and exploitation of our
culture to sell your product of death and illness....'[/q]