The shirt’s design has been condemned as cultural appropriation. Photo / Walmart
Māori culture, art and tattoo designs have a long history of appropriation.
In 2007 the fashion house Jean-Paul Gaultier drew moko kauae on their model’s faces while advertising their latest collection. In 2021 a baby products company called Haakaa apologised for causing offence for misspelling the word haka and using a tā moko in its logo. And in 2022 social media users started using “Māori Mask” filters to give them tā moko.
But cultural appropriation can be complex.
Just last week, Argentinian Uber driver Diego Acuña made headlines in New Zealand for wearing a mataora.
“Yes, I’m Argentinian. I live in Patagonia, but my soul and body live as a Māori,“ Acuña told the Herald.
The face of Argentinian Uber driver Diego Martin Acuña. “I wear this with pride and honour,” he said. Photo composite / NZ Herald
In this case, community advocate, cultural adviser and Tūhoe kaumātua Rangi McLean said that in his younger years, he would have viewed the tattoo as cultural theft. His perspective has shifted after meeting indigenous communities through his travels.
“From what I can see, his mataora has been done with purpose and good intent by a highly skilled practitioner,” McLean said.
Johnson McKay, head of culture and strategy at Māori consultancy Ira, said it is about respect.
McKay (Ngāti Rongomaiwahine, Ngāti Porou, Ngāti Awa, Ngāti Mahuta), told Stuff the Deadpool shirt was an “insulting example of cultural appropriation”.
“Tā moko is an art form that has always been treated with the highest standard of respect by Māori.
“The head, where the mataora is applied, is the most sacred part of the body.
“Associating these spiritual and cultural art forms with Deadpool seems incongruous,” McKay said.
“But also, the forms themselves are not done with the level of skill required to uphold the mana of this artform.”
Walmart Canada, Marvel and Disney have been approached for comment.