The ‘818’ Tequila Controversy, Explained by Kendall Jenner!

Kendall Jenner's '818' Tequila Controversy, Explained

Kendall Nicole Jenner is an American model, media personality, and socialite who was born on November 3, 1995. She is the daughter of Kris and Caitlyn Jenner, and she rose to popularity on the reality show Keeping Up with the Kardashians. Jenner began modeling when she was 14 years old. She had breakout seasons in 2014 and 2015, walking the runways for high-fashion designers during the New York, Milan, and Paris fashion weeks, after working in commercial print ad campaigns and photoshoots. Jenner is a brand ambassador for Estée Lauder and has appeared in advertisements, editorials, and cover shoots for LOVE and several international Vogue editions.

With an estimated annual income of US$4 million, Jenner debuted at No. 16 on Forbes magazine’s 2015 list of top-earning models. Forbes dubbed Jenner the world’s highest-paid model in 2017, displacing model Gisele Bündchen, who had held the title since 2002.

Read More: Kendall Jenner’s Dating History: Complete Info. Here!

The ‘818’ Tequila Controversy, Explained by Kendall Jenner

Kendall Jenner announced the start of her tequila firm, ‘818,’ three months ago. Others criticized the 25-year-exploitation old’s of Mexican culture, while some praised her ability to create an award-winning company in secret. The latter has struck once more.

Kendall Jenner's '818' Tequila Controversy, Explained

Jenner published a commercial she shot from an agave farm in Jalisco, Mexico, to commemorate her tequila brand’s forthcoming launch in the United States, which has sparked a lot of backlashes online. “What a fantastic time I have had thus far, learning about this lovely place [Jalisco, Mexico], its beautiful culture, and the gorgeous people!” Jenner wrote on Instagram after posting the controversial images from the ad campaign.

Jenner can be seen riding a horse past rows of agave plants in one photo, sipping her tequila on the back of a pickup truck in another, multiple photos of agave farmers, and agave roasting in an oven in another. Apart from the contentious picture, it was Jenner’s clothing that raised the most eyebrows. Jenner’s decision to wear attire and haircut traditionally linked with Mexican culture, despite the fact that she is not Mexican, was criticized by viewers online.

Many criticized the look, which included jeans, a cowboy hat, and a loose cotton blouse over a tank top, as cultural appropriation or an effort at migrant chic.’ Because Jenner is an American, many people assumed the campaign—and the tequila brand itself—was exploiting misconceptions about Mexican farmers. Others even pointed out her use of a sepia-style tint on the images, pointing out that this is something that American media does when stereotypically portraying Mexico.

Others have asked Jenner how much the agave plant farmers were paid for their participation in the ad and their efforts harvesting the agave she utilizes for her tequila on 818’s Instagram page.

What Exactly Is Jenner Accused Of?

Kendall Jenner's '818' Tequila Controversy, Explained

The 25-year-old wears the kind of dress and hairstyle that is sometimes associated with Mexican workers in the photos and video she uploaded on Instagram.

However, the outfit has sparked outrage on social media, with Jenner being accused of cultural appropriation and hijacking Mexican clothing. The model has been chastised for her “chic migrant worker style,” with some claiming she dressed up in traditional attire as if it were a costume. Others, on the other hand, have claimed that Mexican employees do not wear the clothes or have the haircut Jenner displays in the promotional video, accusing her of promoting a lazy cultural stereotype. However, according to TMZ, the video and photoshoot were created deliberately to promote the workers who created the goods.

Meanwhile, a lengthy Twitter thread attracted a lot of attention after pointing out that Jenner inflicted a significant blow to many Mexican families that either produce tequila for Mexican companies or run their own small businesses by launching her tequila firm in Jalisco.

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What Is the Significance of The Number 818 in The Tequila’s Name?

Kendall Jenner's '818' Tequila Controversy, Explained

Jenner’s tequila is said to be named after the 818 area code, which covers areas such as Agoura Hills, Burbank, Glendale, La Canada, Flintridge, and San Fernando in California. Calabasas, where Jenner grew up and where the Kardashians live, is also part of the 818 area code, despite the fact that the city uses an area code overlay in which codes 747 and 818 serve the same geographic area.

In summary, it appears that Jenner is merely paying honor to her ancestors with the name.

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Mary

I'm a researcher and behavioural therapist with a PhD in Social Media. I also love to travel and drink coffee. Follow my adventures around the world, or just know that I really need to be back at the library.