Isn’t the borrowing on a country’s identity similar to identity theft for individuals?

Macy’s current “Brasil” campaign has raised so many questions for me, What do you think?

As a culture aficionado and as an individual with roots from a different country, I am extremely uncomfortable with the current “A magical journey ….Brasil”  currently going on at Macy’s.

Sadly and with much disrespect,  this is how “Cinco the Mayo”,  a significant historical happening of  the Mexican nation and part of the country’s heritage  as it commemorates the Mexican army’s victory over France at the Battle of Puebla in 1862,  became one of the biggest drinking days in the United States.

As I  see shopping bags and the rush… rush at a local store, these basic questions  come to mind:

  • How many Brazilian designers in Brazil are benefiting from this campaign by directly selling their goods and services to the chain’s client based at the stores?
  • What would the Brazilians, living in Brazil and unable to travel think and feel about the “labeling” associated to them by extension of the use of their country’s name and “Culture identity?”
  • Can the identity of a nation be simplified and summarized as a marketing slogan with the end goal of selling material goods? What does this do to the historical, cultural and social memories and fiber of this nation?
  • Is it legal? ethical or  a good neighbor  practice to borrow someone else’s name for the sake of promoting your personal goods and services?
  • Is having a discount sign in front of the name of a country a huge disrespect or am I giving this more importance then it is worth?

I invite you to think about these questions then start the conversation with friends or people you know with heritage from a different country.

  • A discount sign in front of the name of a country

    A country being associated with clothing

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2 thoughts on “Isn’t the borrowing on a country’s identity similar to identity theft for individuals?

  1. Interesting questions. I saw a similar campaign a few years ago at Selfridges and asked myself the same. The only product I had no doubt of its origins was the omnipresent “Havaianas” – although I’m a fan of the iconic flip flops myself, it represents Brazil as well as Carnaval or, in other words, in a very generalized way.

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