David Jones 'apologises' to customer for using black model
Retailer David Jones has faced a social media backlash after apologising to a woman who criticised its use of a Sudanese-Australian model in its latest campaign.
A woman took to the David Jones Facebook page to question its use of black teenage model and former refugee Adut Akech in its beauty pages.
"Although I think your use of the beautiful black model is very attractive, I don't feel it represents the general population of Australia," the woman wrote.
"How on earth am I expected to relate to this cover?”
"I can't wear ANY of her makeup, I don't know ANYONE who looks like her ... she could have been used on the back page.
"You people have really missed the mark here, and I'm p***** off and sick of big companys (sic) going for the minority feel good."
Instead of taking the opportunity to promote diversity and multiculturalism – or taking down the racist overtones of the comment – David Jones instead wrote they were "very sorry" the woman felt that way.
"We have passed your feedback on to our Marketing Department for their information and consideration."
That response was slammed by other Facebook users, who called David Jones' response "totally unacceptable".
"Your whimpering reply was disgraceful," one user wrote.
"I would ask you not to submit an apology to the complainant, as you have done nothing wrong," wrote another.
Akech is an Adelaide teenager who came to Australia as a refugee from South Sudan.
She is considered a rising star of the modelling world, having already appeared in Australian Vogue's fashion pages and walking the runway for Saint Laurent Paris.
In a statement following the controversy, a David Jones spokeswoman admitted the initial response was "a standard customer response without thought as to how it would be interpreted ... we acknowledge this response was not appropriate or reflective of our values, which promote diversity and inclusion in our business and in the community."
