Whenever a celebrity dons a feather and long braids for a photo shoot, or a fashion brand releases a gaudy collection of "totem pole print" tracksuits, bloggers like Metcalfe and Keene are slammed with questions about why they're offensive.

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Perhaps a principal family plans to shoot game at their ranch in Kenya for a month with the in-house gun collection.

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For the last three years the French wine and spirits giant, whose portfolio includes Absolut vodka, Chivas Regal scotch and Malibu rum, has invited an up-and-coming fine art photographer to shoot a series of portraits for its annual report, building a one of a kind collection in the process.

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