Kendall Jenner in racism row as face of Mango tribal range

The new campaign for Spanish fashion brand Mango centres around African tribal style, but the fashion giant’s decision to cast a white model in the campaign has been drawing criticism.

The Spring 2016 campaign features Kendall Jenner, sister of Kim Kardashian and daughter of Caitlin Jenner, who recently announced to the world she was transgender after formally living as Bruce.

She attended the grand unveiling of the Spring 2016 collection in Barcelona on Thursday night and was greeted by screaming crowds. 

Kendall Jenner entering the @Mango store in Barcelona. The crowd was lit @KendallJenner #TribalSpirit pic.twitter.com/yWSNRIndWf

— Pedro Sanz Sanchez (@PedroSanzSchz) January 28, 2016

Most critics are questioning why Mango chose to use a white model in a campaign inspired by Africa and are also criticising the name of the collection: Tribal Spirit. 

“Mango should support people whose cultures inspire its collections. It would be a nice way to return the favour,” Xavier Tio, head of the Udutama Association, which supports minorities in Spain, told La Vanguardia newspaper.

“It would have been a wise decision to hire an African model, and the campaign would have had more success in the media,” he added.

The casting of Jenner has angered many people, who have taken to Twitter to air their views. 

Mango's new campaign Tribal Spirit is inspired by the African Savannah & Kendall Jenner, a white girl, is the model??? Why????????

— ⭐️ sharpay evans ⭐️ (@chandravidar) January 15, 2016

So @Mango cast kendall jenner in an African themed collection called “Tribal Spirit”. Good to see fashion houses are still racist in 2016.

— Alexander II (@Alex2Akande) January 15, 2016

So @Mango cast kendall jenner in an African themed collection called “Tribal Spirit”. Good to see fashion houses are still racist in 2016.

— Alexander II (@Alex2Akande) January 15, 2016

Styles in the new range include a leather fringed mini-dress and a “tribal print” dress.

“We thought that she was the best model to embody this trend,” Daniel López, Mango’s Vice President, told fashion website Women’s Wear Daily.

“And obviously the upside 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,” he added.

López may have hit the nail on the head as to why Jenner is such an attractive face to front the campaign. She has a following of 47.5 million people on Instagram and receives up to a reported $300,000 per post.

The Spanish brand is no-doubt hoping that Jenner will introduce Mango to a whole new generation of social media-savvy teens.