John Boyega has stepped down from his role with perfume brand Jo Malone after the company cut him from the Chinese version of an aftershave advert he helped create.
The Star Wars actor said the decision to remove him from the advert was “wrong”, before writing on Twitter that “dismissively trading out one’s culture this way is not something I can condone”.
“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 said.
“The film celebrated my personal story- showcasing my hometown, including my friends and featuring my family.
“While many brands understandably use a variety of global and local ambassadors, dismissively trading out one’s culture this way is not something I can condone.”Advertisement
The London-born actor, who was a global ambassador at Jo Malone, added: “It’s back to back but I assure you this will be dealt with swiftly. I don’t have time for nonsense. We press on and strong. Stay blessed people.”
Jo Malone had earlier apologised after removing Boyega from the advert after he was replaced with Chinese star Liu Haoran.