Boyega, 28, created the quick movie himself however was replaced by actor Liu Haoran for the Chinese model, a call the “Star Wars” actor stated was “wrong” in a Twitter thread saying his resignation Monday.

“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,” wrote Boyega, including that the movie celebrated his private story and featured his household and pals.

“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,” he stated.

The unique model, titled “London Gent,” reveals Boyega strolling by Peckham, the London neighborhood the place he grew up, using a white horse alongside younger folks on bicycles and dancing at a celebration.

Jo Malone, which is owned by magnificence group Estée Lauder, stated final yr that everybody in the commercial was hand-picked by the actor. “Scent triggers powerful memories. And for John, the most potent memories always bring him home,” the corporate said when the commercial was launched.

Jo Malone used related visible components in the commercial that includes Liu.

“John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family,” wrote the corporate on Twitter following Boyega’s assertion. “We respect John’s decision and we wish him all the best.”

Estée Lauder didn’t instantly reply to requests for additional remark.

On Saturday, in an announcement to The Hollywood Reporter, Jo Malone London stated that the Chinese market model of the commercial was a mistake.

“We deeply apologize for what, on our end, was a mistake in the local execution of the John Boyega campaign,” Jo Malone London stated. “John is a tremendous artist with great personal vision and direction. The concept for the film was based on John’s personal experiences and should not have been replicated.”

Boyega additionally hit the headlines earlier in September for calling out Disney over its therapy of his “Star Wars” character Finn.

Finn, a former Stormtrooper, performed an necessary position in the primary film of the newest iteration of the franchise, however then turned extra of a background character as the next movies centered extra on Rey and Kylo Ren, performed by Daisy Ridley and Adam Driver.

'Now is the time': Emotional John Boyega addresses protesters at London Black Lives Matter rally
“What I would say to Disney is do not bring out a Black character, market them to be much more important in the franchise than they are and then have them pushed to the side,” he stated in an interview with GQ UK.

CNN has contacted Disney for remark.

Boyega has been an necessary voice in the current Black Lives Matter protests, making an emotional speech at an indication in London in June.

He advised hundreds of individuals marching in solidarity with protesters in the United States that now’s the time to demand racial equality.

“Black lives have always mattered,” Boyega stated on the rally. “We have always been important. We have always meant something. We have always succeeded regardless. And now is the time. I ain’t waiting. I ain’t waiting.”





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