Hey Air France, your Orientalism is in the air | #FixedIt4UAF @AirFrance

Air France is selling their new routes with an ad campaign featuring White women in cultural drag.
Air France has launched a new ad campaign featuring White women in cultural drag.

(H/T to Jeff Yang (@originalspin) for notifying me of this campaign)

Bonjour, Air France!

I’ve never ridden your airplanes because I don’t live in France. But, I hear you fly to lots of other countries, too — like Japan, China and parts of the US. So, maybe, some day, I’ll be contemplating booking a flight on your carrier.

Except, I also see you’re being kinda Orientalist, right now.

So, maybe not.


See, you just launched a new ad campaign, called “France is in the Air“, and you’re really excited that this ad campaign will be released in 12 countries, as well as through the Internet and on social media. Your website tells me that in addition to 6 “visuals” that will tell me about all the awesome features of your airplanes (like gastronomy), your ad campaign also “is supplemented by 12 visuals depicting iconic destinations served by Air France (Paris, New York, Brazil, China, Japan, Africa, Italy, etc).”

12 visuals depicting 12 iconic destinations that you’ll be plastering all over those exact same 12 countries? How exciting! (Please note also that Africa is a continent, not a country.)

If only you hadn’t ended up with an ad campaign that actually features (mostly) White women wearing stereotypical racial and cultural drag to depict all those exotic non-Westernized countries.

How positively, fetishistically Orientalist.

Take a quick peek at that visual you created to advertise your presence in Tokyo. Compared to the smiling, humanized ‘Parisian’ woman in a beret (which, incidentally, is about as “iconically French” as an ironic hipster, these days), the Tokyo visual features a pouting angry White woman who looks like she stepped off the set of Memoirs of a Geisha. Or, she might be Katy Perry’s under-study.

Or, look at what you did to this model in trying to depict your flights to Beijing.


To sell Air France to my people, you show me a picture of a woman wearing yellowface makeup to mimic the shape of my Asiatic eye, and looking fiercely off-camera as she triumphantly mounts the mutilated carcass of my Chinese culture on her head like a gruesome, blood-soaked trophy.

I understand that you just want to tell your customers that you fly to exotic locales. But, the problem here, is that the portrayal of the exotic locales you cater to — and the cultures that call these locales home — have been flattened in your ad campaign into a sensationalized, fictionalized, dragon lady caricature of our culture; and, one that is largely the invention of your imagination. In fact, it bears very little resemblance to me and my people.

It’s clear that your ad campaign may be running in the countries of my people, but you’re not actually trying to sell Air France to my people.

You’re trying to sell my people to your people.

And, whereas you gleefully grabbed at the low-hanging Orientalist yellowface fruit for your depictions of China and Japan, you were perfectly happy to offer more sophisticated and nuanced imagery for your depictions of countries that, I suppose, are more culturally familiar to you.

I mean, by the logic of your own ad campaign, the “Tokyo” model has about as much business being in a geisha costume as the “Paris” woman should be wearing the pasty white face-paint and black-and-white sweater of a French mime.


The rest of your campaign also raises some more questions with me.

I mean, according to your ad campaign, the iconic cultural costume of South America is dressing up like a parrot furry?


And, also, what the heck were you thinking when you thought this was going to be an “iconic” image representing the diasporic African experience?


And, finally, while I’m really grateful that you actually did decide to include a beautiful Black model in your campaign, what exactly about a picture of her standing in front of some “urban graffiti” makes her representative of New York City?


How is the message of this visual not: “Fly to New York and meet your first sassy Black woman!”?

Look, I get it. It’s hard in this day-and-age of cheap airfare and sardine-can travelling to make the flying experience sexy. We all miss the long-gone excitement of flying: that once-magical feeling of boarding an airplane to the enthusiastic smiles of air stewards; settling into a cushy seat that doesn’t smell of half-digested baby food and that offers at least 4 inches of elbow space between yourself and your fellow traveling companions; pushing your seat back and flipping through an in-flight magazine that has pages not sticky with something unimaginable; ripping open a bag generously stuffed with pretzels and wasabi peanuts, and washing it all down with a soda that’s actually complimentary; sticking your earbuds in to listen to your iPod because you earnestly want to, and not to tune out the incessant wailing of the two small children behind you who’re fussy because they missed nap time having just spent an hour being jostled by their frazzled parents through security like cattle;  and closing your eyes to imagine all the wonderful adventures you’ll have in the foreign landscape of your destination.

I get that no one really wants to fly any more, and you want to make it cool again. But must you use and misuse the cultures of other people to do it?

Next time I contemplate traveling Air France, I’ll definitely be thinking about looking elsewhere; maybe at an airline that doesn’t treat my culture like it’s a costume.

Act Now! Jeff Yang is inviting folks to helpfully submit their fixes to this ad campaign (grab your own template, .psd). Here are his:





Please submit your own in the comments section or tweet them to #FixedIt4UAF and @AirFrance!

Update: Twitter user @PolytheneLucy reminds us that Air France actually has a history of abusive behaviour targeting its Asian customers.

Update II:  This is their response, so far, as sent to Twitter user @PolytheneLucy.


Did you like this post? Please support Reappropriate on Patreon!
  • I’m Italian and I can positively confirm that there are no half naked women standing in bushes waiting for tourists over here, so I am at a loss as to why that should be typical of my country.
    I would imagine that a picture of our beautiful sea, or mountain resorts, or Tuscan countryside, or a nice meal, or Pompeii, Florence, Rome, Venice, might all be more interesting and typical than ‘random half naked woman in a bush’.

  • John Doe

    For a start, pardon me if my english is not correct as i am not a native english speaker.

    What everyone forgets here, it seems, is that humans are ALL from the same unique race. There is only one and unique human race. The color does not matter. The race is one and only.

    The fact that red, black or yellow people have been victims of racism in earlier days, or still are nowadays, does not imply that white people in their globality have any collective responsability and should excuse to be white in the end.

    I have two major problems in my life : i am white AND i am a male. When i hear some people speak today, even these simple two facts are nearly a mistake. Naturally born mistake. As it was 45 years ago in this country you live in dear Jenn, when you were black.

    Just to refresh your memory, Martin Luther King was murdered in 1968 just because he wanted black and white people to be considered as equal.

    I do not consider I have any responsability to endorse for my entire life for this event because I am white. My true responsibility is to transmit the following message to my children : no one should be murdered whatever her or his color is just because she or he wants equal rights for two different colors of skin.

    I do not feel guilty for what white people have been doing in the past. There were also white activists to make things move for the people of color.
    I would feel guilty if I had the same attitude as the one those colonialists had (and still have, for example in africa) in practically all the countries in the world they claimed to be theirs.

    The point here is to say that this ad-campaign is not well done because it is not representing correctly the countries where the company flies to. Final dot.

    Your vision hurts me because seeing racism where there is just a total lack of imagination and incriminating, once again, white people for this will not make things get better anywhere in the world.

    To end this, i would like to tell you that i am a great admiror of the asian, and mostly japanese ancient and modern history, that i think the way we see the world might be very different sometimes but in the end, we all want the same thing : be respected and loved as anyone should be on earth.

    Please consider that before posting something that might poison relations between people that have no reason to hate each others.

    Thanks a lot for reading this.

  • Baba

    Just relax, the only racism i can note from all of this, is coming from you!!!
    new ad campaign, called “France is in the Air“is very beautiful !!!
    you see evil where it ‘s not…:(
    You should not have much to do other than to criticize, while this ad campaign is just an invitation to dream, to travel, meetings…it’s person

  • david sucarrat

    You seem to have a lot of time to lose in such sterile debate !

  • Nathalie Charras
  • baba

    No courage for publicate here on your blog my opinion of your racism…poor little girl:(

  • karyma

    “I mean, according to your ad campaign, the iconic cultural costume of South America is dressing up like a parrot furry?

    And, also, what the heck were you thinking when you thought this was going to be an “iconic” image representing the diasporic African experience?”

    Really now, haven’t you heard about artistic, conceptual work? According to you, a photo, which should be a piece of art, should be poorely portraying vulgar things, things as they are. These are fashion style photos. like those haute couture shows clothes nobody wears in the streets. They’re extravagant and this is what they are supposed to be. It’s not for everyone, at least not for those who can’t understand concepts of imagery.

  • Bruno Faidutti

    Said’s book is fourty years old and deals mostly with XIXth century. Using the image of a geisha now is not racism or even really orientalism, because noone really believes actual Japan is geishas and samurais.
    The real orientalist clichés about Japan today, and the ones which indeed might border on racism, are the ones which we, in the west, think more or less describe Japanese culture. These are, for example, minimalism (everything small, small flats, small cars, small toilets, haikus, bonsais, Kawabata’s short stories, small computers…), or the image of young boys spending their whole days on computers fighting giant lizards and of old men phantasizing on high school girls in short skirts and high socks. These are the true orientalist clichés you should fight, and not geishas and samurais which have become an organic part of western culture.

  • Pingback: Geisha’s and Godzilla | The Guinea Pig Generation()

  • Pingback: 10 – Advertising, Commodification & Orientalism – Queer Literatures & Media()

  • Vivant Mannyng

    Dressing up as a geisha or maiko (a “trainee geisha”) and having your photo taken in costume is actually a popular tourist attraction in Japan. If you google ???? (maiko taiken – “maiko experience”) you will find the websites of many businesses that offer this service. Nobody finds it offensive, it’s a perfectly legitimate way of experiencing Japanese culture.

  • Pingback: Karlie Kloss Apologizes for Appearing in Yellowface for “Vogue’s” Diversity Fashion Shoot | Reappropriate()

  • cylon

    The irony of an American woman who openly admits to never being in France lecturing the French how to promote their air lines while being outraged on behalf of women of entirely different cultures having an issue with this does not escape me.

    But who needs to know what women from those countries depicted think when we have American feminists to tell us what is right.