B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • AFL
  • Federal Election
  • Pinterest
  • AI
  • NRL
  • News Corp
  • Cairns Hatchlings
  • Married At First Sight
  • Channel 10
  • WPP
  • Thinkerbell
  • oOh!Media
  • Anthony Albanese
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: DJs In Strife For Apologising For Using An African Model Used To Make “Minorities Feel Good”
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > DJs In Strife For Apologising For Using An African Model Used To Make “Minorities Feel Good”
Marketing

DJs In Strife For Apologising For Using An African Model Used To Make “Minorities Feel Good”

Staff Writers
Published on: 17th August 2017 at 9:20 AM
Staff Writers
Share
3 Min Read
SHARE

Retail giant David Jones has come under fire after apologising to a customer who had complained about the use of a “black model” in its latest summer beauty catalogue.

The angry customer had ranted to the retailer’s Facebook page after seeing the teenage model, Adut Akech, who came to Australia from South Sudan as a refugee and is considered a rising star of the Australian modelling scene.

434B37A600000578-0-image-a-30_1502873419503

The woman wrote: “Although I think your use of the beautiful black model is very attractive, I don’t feel it represents the general population of Australia.

“How on earth am I expected to relate to this cover?” I can’t wear ANY of her makeup, I don’t know ANYONE who looks like her … she could have been used on the back page.

“You people have really missed the mark here, and I’m pissed off and sick of big companys (sic) going for the minority feel good. Please think about your shoppers next time.”

But rather than ignore the rantings, David Jones apparently apologised to the customer saying it was “very sorry” she felt that way.

“We have passed your feedback on to our marketing department for their information and consideration,” someone from DJs marketing wrote.

However, few people are happy with the response labelling it “unacceptable”.

One customer posting to social media: “In response to the complaint you received regarding a model who happens to have black skin… I would like to ask you not to submit an apology to the complainant, as you have done nothing wrong.”

Another wrote: “Your whimpering reply was disgraceful.” And another posted: “It is totally unacceptable to apologise.”

In a statement sent to B&T, a spokesperson for David Jones said the retailer had, in fact, not apologised. The statement read:

“We have not, and will never, apologise for representing the diverse make up of the Australian community in our marketing materials or campaigns. This is at heart of our values as a company. 

“The initial response to this Facebook post was a standard response, given by a customer service representative without enough thought as to how it could be misinterpreted, and we acknowledge this response was not appropriate in this context. 

“We are proud of the cover and the talent used for our Spring Summer 2017 beauty catalogue and the variety of Australians represented on our catwalk. Our recent campaign is only the latest example of our commitment to genuine diversity, and it has received overwhelmingly positive feedback from our customers. We will continue to proudly celebrate diversity, which we know our customers and employees value.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Adut Akech, Advertising Standards Bureau, Online ads, Sorry
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Bunnings stock photo
PHD Melbourne Nails Bunnings’ Media Account
23/05/2025
OMD’s DJ Sometimes Wholesome Wins Inaugural Club Unltd. Final
23/05/2025
TV Ratings (22/05/2025): Top Of The Table Dogs Toppled By The Dolphins In Treacherous Conditions
23/05/2025
Toothpaste Brand White Glo Admonished Over ‘Make The White Choice’ Ad
23/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?