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Moko is still here, contrary to the widely held belief that the art and custom of moko—Maori skin adornment—had vanished from New Zealand communities. Over the last two decades an increasingly visible number of Maori have revived and renewed the practice, taking colour into their skin. As an indigenous people, re‐taking moko confronts and refutes the myth of a ‘dying race’. It calls on Maori to recommit to strong Maori identities, customs and traditions and challenges the viewer to re‐examine their social representations of moko and moko wearers. This paper reports the resistance strategies of a group of 83 moko wearers. Strategies include (1) educating, representing and reconstructing; (2) invalidating and minimizing representations; (3) building and enhancing social networks; and (4) securing cultural identity and pride. They reflect the celebration of cultural resilience. Copyright © 2007 John Wiley & Sons …