Boyega tweeted about his decision on Monday, September 14. “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,” he wrote. “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.”
The Star Wars actor is referring to how Jo Malone reshot Boyega’s campaign using Chinese actor Liu Haoran in what CNN described as using “similar visual elements” of the original campaign, which was conceived and directed by Boyega himself.
“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,” Boyega said of the reasoning behind his departure.