Chanel Launches Luxury Boomerang And Australians Aren't Having It

Chanel launched a resin and wood boomerang that costs $1,325 as part of its luxury sports collection, and Australia’s Aboriginal population is none too pleased, accusing Chanel of cultural appropriation.
According to ABC Australia, the boomerang is a vital part of Australia’s Aboriginal heritage, and ancient carvings in rock art — that might be some of the oldest art in the world — depict the hunting tool, proving its venerable roots. This is why, according to The Sydney Morning Herald, Chanel’s branding of the boomerang as a luxury sporting accessory engraved with the Chanel logo is offensive to Australia’s Aboriginal population.

QUT Professor of Intellectual Property and Innovation Matthew Rimmer says in The Sydney Morning Herald, “As a good corporate citizen, Chanel should apologise fully, withdraw the boomerang from sale, and make appropriate reparations to Australian Indigenous communities.” Indeed, Rimmer’s argument supports the claim that the boomerang is the intellectual property of Australian Indigenous people.

People also took to Twitter to express outrage over the luxury boomerang, calling it wrong on so many levels.

Have decided to save for the next three years so I can connect with my culture via @CHANEL https://t.co/ocZSljGkPW
— Nayuka Gorrie (@NayukaGorrie) May 15, 2017
. Fake boomerangs for AUD $1930. Not a typo. Was @CHANEL feeling left out of the Stupid White Person conversation? https://t.co/AE8if8tsaV
— wyldly amused (@1KarenWyld) May 15, 2017
At A$1,930, the Chanel boomerang costs nearly 10% of the average income of Indigenous Australians https://t.co/l4ICYkR4JU
— Elle Hunt (@mlle_elle) May 16, 2017
As this last tweet points out the cost in AUD of the Chanel boomerang is 10 percent of the average income of Indigenous Australians, a fact substantiated by The Guardian.

Tuesday, April 16, Chanel issued a statement via a company spokesperson claiming the following: “Chanel is extremely committed to respecting all cultures, and regrets that some may have felt offended.” There has been no confirmation on whether or not the French luxury brand intends to pull the boomerang from its label.

And not everyone is displeased with the Chanel boomerang. Jeffree Star, a California beauty blogger is quite smitten with his:

Having so much fun with my new @Chanel boomerang 👌🏼 pic.twitter.com/8w6jGPIuYU
— Jeffree Star (@JeffreeStar) May 15, 2017
Certainly, the Chanel logo equals status, but in this case, it might also be a sign of cultural appropriation. You decide.

About the author

Jill Di Donato

Fashion Editor

Jill is a New York native who holds a BA in Literature from Barnard College, and an MFA in writing from Columbia University. She is the author of the novel Beautiful Garbage (She Writes Press, 2013) about the downtown Manhattan art and fashion scene in the 1980s. A former staff writer for The Huffington Post and Bustle, Jill comes to Culture Trip after working with Refinery 29, Vice, Salon, Paste Style, Los Angeles Times, Nylon, Shopify, Autre, and producing content for emerging fashion labels. She teaches classes about fashion and culture at Barnard College and The Fashion Institute of Technology. Her prized possessions are her Gucci fanny pack, vintage rocker t-shirts, and her grandmother's collection of costume jewelry. She's always on the lookout for a gem-encrusted turban.