L’idillio tra L’Oréal Paris Uk e la modella transgender 29enne Munroe Bergdorf è durato l’espace d’un matin. Il 27 agosto la dj, attivista e femminista intersezionale aveva annunciato, sul suo profilo Fb, di essere stata scelta dalla casa di cosmetici quale testimonial della campagna #Yours Truly. Campagna che, inaugurata lo scorso anno nel Regno Unito per celebrare la diversità e l’inclusività nella bellezza, per il 2017/18 aveva puntato, oltre a Munroe, su Neelam Gill, Breeny Lee, Liz Williams e Mercedes Benson.
Già, aveva puntato – e da ieri non più –, perché L’Oréal con un tweet ha notificato la rescissione del contratto con colei che sarebbe dovuta essere la prima donna trans a posare per una sua iniziativa in Gran Bretagna. Il motivo? Un post, poi cancellato, in cui Munroe Bergdorf accusava i bianchi di essere tutti razzisti a commento dei fatti di Charlottesville. «Onestamente – così scriveva su Facebook – non ho più l’energia per parlare della violenza razziale da parte dei bianchi. Sì, tutti i bianchi».
Per la maison, fondata nel 1907 da Eugène Schueller e portata a premiare «la diversità, i commenti di Bergdorf sono in contrasto coi nostri valori. Per questo motivo abbiamo deciso di porre fine alla nostra partnerhip con lei».
L’Oréal champions diversity. Comments by Munroe Bergdorf are at odds with our values and so we have decided to end our partnership with her.
— L’Oréal Paris UK (@LOrealParisUK) 1 settembre 2017
Ma Munroe non ci sta. Per lei, che ha fatto coming out come gay a 15 anni, ha iniziato il percorso di transizione all’età di 25 e ha sperimentato sulla propria pelle che cosa significhi essere donna transgender di colore, le parole «”tutti i bianchi sono razzisti” facevano riferimento a un dato ben preciso: la società occidentale nel suo complesso è un sistema fondato sulla supremazia bianca, destinato a favorire, a dare priorità e a proteggere i bianchi prima di chiunque altro. Senza saperlo, i bianchi, sono socialmente strutturati a essere razzisti fina dalla nascita. Non è una cosa genetica. Nessuno nasce razzista». E poi, a conclusione del lungo post di spiegazione, il rilievo: «Io sono per la tolleranza e l’accettazione. Valori, questi, che non possono essere realizzati se non siamo disposti, in primo luogo, a discutere il motivo per cui l’intolleranza e l’odio esistono».
Ma le spiegazioni di Munroe non sono valse a far cambiare decisione ai vertici de L’Oréal. Il che ha indotto l’attivista di Stantsted Mountfichet a lanciare sui social una campagna di boicottaggio dei prodotti cosmetici di un brand «interessato unicamente al denaro».
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