'Juju On That Beat' Tory Burch campaign draws accusations of cultural appropriation

'Tory Story: An American Road Trip', starring Poppy Delevingne, failed to include a woman of colour

By Andrea Tim | Published: 23 Mar 2017

Burch apologises
Photo: Tory Burch

[Updated 23 March 2017] The Tory Story: An American Road Trip video starring Poppy Delevingne and directed by Giovanna Battaglia has been accused of cultural appropriation.

In the video, which ELLE posted yesterday, Poppy dances to Zay Hilfigerrr and Zayion McCall's Juju On That Beat with two other white models, sparking criticism of the brand for failing to include a woman of colour while dancing to a song created and popularised by young black people. 

Tory Burch herself apologised, saying "I personally feel badly if this hurt anyone, and I'm truly sorry."

The brand has since requested for the video to be removed from all channels.


Giovanna Battaglia Engelbert had a specific reason for choosing Juju On That Beat as the soundtrack for Tory Story: An American Road Trip and making Poppy Delevingne dance to it.

"I wanted the video to be playful and as chic as possible and to put you in a very good mood," said Giovanna, who directed the video. "Juju on That Beat is a happy song; I like the fact that it is a very easy song, too. The girls learned the moves very quickly and they had fun. The best part was watching them rehearsing and doing the song because they enjoyed themselves for real, which made this whole process very fun."

If you've loved Poppy before, you'll love her even more in the new Tory Burch video, featuring the Spring Summer 2017 collection. She's as doll-like as you know her to be, and it's obvious how much fun she's having on set with Giovanna.

In an exclusive Q&A with the two, we find out what their idea of a perfect road trip is and what they love about Tory Burch's SS17 East-Coast-meets-West-Coast theme.

What's your most memorable road trip?
PD: "From L.A. to Big Sur with my husband. We listened to Pink Floyd the whole way and we were in a convertible so I got to work on my freckles."

Quintessential songs on your road-trip playlist?
PD: "Anything from the nineties."
GBE: "Italove by Emmanuelle, Shake That by Dansson and Marlon Hoffstadt and, of course, Juju on That Beat by Zay Hilfigerrr and Zayion McCall."

What do you love about West Coast boho?
PD: "Anything goes. You can float around in barely anything and no one would mind."

What do you love about East Coast prep?
GBE: "I love how clean, classic and put-together the prep style is."

Why do you love the nautical look?
GBE: "I love the timeless spirit of this trend and how it evolves with time. It is always a good investment."

What are your favourite pieces from Tory Burch's SS17 collection?
PD: "From the East Coast collection, the monkey handbag. I need that in my life. From the West Coast collection, the fuchsia pink caftan that I wore with the rose quartz earrings. And the paisley-print high-waisted pants – perfect for the limbo."

What are your style tips on dressing for a garden party? And how do you do florals?
GBE: "Wear something long and flowy, and bold and fun. And wear comfortable shoes – so you feel glamorous but comfortable. For florals, mix and match prints within the same colour tone, which is super easy with this collection."

How do you bring the bohemian look from day to night?
GBE: "Add earrings or a necklace, or both if it feels right. And swap your day bag for a smaller purse."

Who are your bohemian icons?
PD: "Talitha Getty, Talitha Getty, Talitha Getty... Oh, and Giovanna Battaglia Engelbert."

Are you an East Coast or West Coast girl?
GBE: "I would say I am a bit of both, but definitely more of an East Coast girl. I love the preppy and girly East Coast vibe, but also love the relaxed, effortless cool of the West Coast. I would say I am an East Coast girl with the spirit of the West Coast."
PD: "My heart belongs to both. It would be impossible to choose between them."

Related: Tory Burch opens its Suria KLCC boutique
Related: Tory Burch SS17


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