John Boyega Steps Down as Jo Malone Brand Ambassador

Jo Malone London ‘Deeply Apologises’ To John Boyega After Cutting Him From Chinese Ad

Jo Malone London ‘Deeply Apologises’ To John Boyega After Cutting Him From Chinese Ad

"I have made a decision to step down as Jo Malone's global ambassador", Boyega, best known for playing stormtrooper Finn in the Star Wars sequels, wrote on his Twitter account. The film celebrated my personal story- showcasing my hometown, including my friends and featuring my family.

The film depicts various aspects of the Star Wars actor's life, showing him socialising with his friends, being with his family and hanging out in Peckham, London, where he grew up.

This is not the first time Boyega was the victim of alleged anti-Black racism in China.

Boyega, who conceived and directed the London Gent spot himself, was not aware that the commercial had been re-shot until he saw the new version on Twitter.

He also discussed the all too common experience of Black actors and models of hairdressers being unable to style their hair properly and the significance of his own hair growth journey over the past two years.

Instead it features Chinese actor Liu Hoaran in Mr Boyega's starring role.

"We deeply apologize for what, on our end, was a mistake in the local execution of the John Boyega campaign", a rep for the brand told THR.

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"The concept for the film was based on John's personal experiences and should not have been replicated", the statement read.

Some, however, pointed out that Jo Malone, whose main office is based in London, was likely responsible for shooting a different version of Boyega's ad. "This isn't about the Chinese government, it's about the company he was working for", on person wrote.

The company says it has removed the local version of the campaign and also apologised to Haoran who wasn't involved in the conception of the ad.

"We respect John's decision and we wish him all the best", it added.

The actor has previously said of the advert: 'There are several people in this video that have either given me a place to stay in LA while I haven't had one or just have been consistent in our friendship for years.

He has been minimised in Chinese marketing material before. In 2015, Chinese posters for Star Wars: The Force Awakens were criticised for significantly reducing the size of Boyega's character Finn compared to the original poster.

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

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