Kendall Jenner Promises Her Tequila Is Giving Back To The Community After Facing Backlash

·1 min read
Photo credit: Christian Vierig - Getty Images
Photo credit: Christian Vierig - Getty Images

Kendall Jenner has defended the ethics of her tequila brand following media backlash accusing the model of cultural appropriation.

Jenner was criticised for appropriating Mexican culture and failing to credit the local agave farmers after launching her 818 Tequila brand back in February.

The 25-year-old model began her ad campaign with a video and photographs set in Jalisco, where her spirit is distilled, as she walked through an agave farm with a horse, her hair braided and wearing a cowboy hat.

Photo credit: Christian Vierig - Getty Images
Photo credit: Christian Vierig - Getty Images

The campaign was met with accusations of cultural appropriation and claims that Jenner was spreading misconceptions about Mexican culture.

But this week the fashion week regular defended her brand, claiming the company is making efforts to support the community in Jalisco.

'At our distillery, which I was just at the other day, we found a way to take the agave fibres and water waste and build sustainable brick that were are actually dominating back to the community of Jalisco,' she told the 'Tonight Show Starring Jimmy Fallon'.

'Along with saving the planet it's important for us to be friendly to the community as well. We're donating them and building homes for people that need homes.'

At the time of ELLE's investigation in August, Kendall was yet to respond to accusations of appropriation. When ELLE revealed 818 was made at the same location along with tequilas from 63 other brands, despite being pitched as being produced by a 'close family', a representative of Kendall responded: '818 is in the process of switching to a new NOM and their distillery remains a family-owned and operated group.'

Kendall has since said the goals of her brand are to be 'socially aware' and 'friendly to the planet'.

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