John Boyega quits perfume ambassador role over Chinese ad

John Boyega in Star Wars The Rise of Skywalker

The original version of the ad, titled London Gent, was released previous year (18), and featured John with family and friends in his hometown of Peckham, south London - including scenes in which he danced with pals and rode a horse.

The actor was also very outspoken on social media after George Floyd was killed in the U.S., and was seen protesting in London.

Commenters online largely supported Boyega's decision to step down as ambassador for Jo Malone.

In a statement provided to the USA website, Jo Malone said: "We deeply apologise for what, on our end, was a mistake in the local execution of the John Boyega campaign".

Boyega was appointed the male global ambassador for the brand in 2019.

Without notifying Boyega, Jo Malone reshot the ad by replacing the actor with Liu Haoran for the Chinese market and excluded all the Black people who appeared in the original video that Boyega conceived and directed.

Despite becoming the brand's first male brand ambassador past year, his statement comes after the perfumer chose to re-shoot the ad he appeared in for its Chinese audience - omitting the star and his friends and family from the local execution.

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"John is a tremendous artist with great personal vision and direction", said Jo Malone London in a statement to The Hollywood Reporter. It feels deeply personal to Boyega's experience and features the London-born actor walking around the district where he grew up and riding a horse in a park.

"Boyega said, ".dismissively trading out one's culture this way is not something I can condone.".

Jo Malone, the founder of the company, also issued a statement saying she has had nothing to do with the brand since 2006, after selling the company to Estée Lauder in 1999.

"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", Boyega's thread continued. "The film celebrated my personal story - showcasing my hometown, including my friends and featuring my family".

The company said it "immediately took action" to remove the new version of the campaign, but added: "we recognise that this was painful and that offence was caused". He played a leading role as Finn in 2015′s "Star Wars: The Force Awakens", but he and other nonwhite characters were removed or diminished from a Chinese poster for the movie.

Again, I think the word you're looking for is "sorry".

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