‘Article of Faith’: Gucci Slammed for Selling $800 ‘Indy’ Turbans
Luxury fashion brand Gucci has come under fire for selling Sikh turbans at Nordstrom, an American chain of luxury department stores. The brand had previously faced flak when the accessory had debuted in a runway show in 2018 at Milan Fashion Week, reported Time.
On Wednesday, 15 May, people called out the Italian fashion house once more for selling the Indian headdress, which it was calling as “Indy Full Head Wrap”, as a high end fashion accessory, disregarding its religious significance.
The turban is a headgear worn by Sikhs to identify themselves as members of their faith and is considered sacred.
On Nordstrom's online shopping website, Gucci described the product as a “gorgeously crafted turban” that is “ready to turn heads while keeping you in comfort as well as trademark style”. While it is currently listed as sold out, screenshots taken by netizens show that the product was priced at nearly $790.
"The Sikh turban is not just a fashion accessory, but it’s also a sacred religious article of faith,” the New York-based Sikh Coalition, an advocacy organisation, tweeted. “We hope more can be done to recognize this critical context,” the group said.
.@gucci @Nordstrom The Sikh turban is not just a fashion accessory, but it’s also a sacred religious article of faith. We hope more can be done to recognize this critical context. #appropriation https://t.co/p1z3CYq0NT
— Sikh Coalition (@sikh_coalition) May 15, 2019
The group criticised Gucci for its "cultural appropriation", saying it was inappropriate. It also added that they had reached out to Gucci and Nordstrom to explain their concerns.
We've reached out to @gucci and @Nordstrom to explain our concerns and will provide updates when appropriate.
— Sikh Coalition (@sikh_coalition) May 14, 2019
This is not the first time Gucci has found itself in the middle of a controversy like this. Earlier this year, it had released a wool sweater that was reminiscent of 'Blackface', a form of theatrical make-up used predominantly by non-black performers to represent a caricature of a black person. Gucci was slammed for this move and eventually withdrew the sweater and issued an apology, reported NBC.
Also Read: Amazon Slammed for Selling Rugs, Shoes With Photos of Hindu Gods
‘Article of Faith, Not a Cute Accessory’
Many Indian Sikhs from the United States and Britain took to Twitter to slam Gucci for this “cultural appropriation” and also pointed out the high price that the luxury brand was selling the Sikh headgear for.
Some even pointed out that Sikhs were attacked and killed in some countries for how they looked, questioning how corporations wanted to profit off that look now.
This is beyond aggravating. Did someone at @gucci even bother to figure out what a dastaar (turban) means to Sikhs? Did it cross your minds to consider the history behind our identity? My people are discriminated against, even killed, for wearing a turban. pic.twitter.com/G62edSmjhf
— Aasees Kaur (@SouthernSikh) May 14, 2019
Wow. @Gucci and @Nordstrom are selling turbans as fashion items.
We're attacked and killed for how we look, and now corporations get to profit off that same look?
Feels wrong to me. Your thoughts? https://t.co/Em9UELbkTB— Simran Jeet Singh (@SikhProf) May 15, 2019
Dear @gucci, the Sikh Turban is not a hot new accessory for white models but an article of faith for practising Sikhs. Your models have used Turbans as ‘hats’ whereas practising Sikhs tie them neatly fold-by-fold. Using fake Sikhs/Turbans is worse than selling fake Gucci products pic.twitter.com/sOaKgNmgwR
— Harjinder Singh Kukreja (@SinghLions) May 16, 2019
Dear NON-SIKHS .... don’t waste $750 buying a fake n fancy @gucci turban from @Nordstrom !! You can inbox me your location and I can arrange FREE lessons in Turban tying in most places and provide cloth material..FREE ! Any colour ..@cnni @AJEnglish @jonsnowC4 pic.twitter.com/olrE5z1JYR
— ravinder singh (@RaviSinghKA) May 14, 2019
A Sikh Turban is not just a piece of cloth. It carries immense values, respect, a courageous history, lots and lots of expectations. Dear @gucci, never try to rate Our Pride ...Our Turban. It is Priceless. Thanks @RaviSinghKA for initiating this free service. Stay blessed Sir.
— BALWINDER SINGH (@balsin90) May 15, 2019
Hey @Nordstrom and @gucci: this is inappropriate! The turban is a Sikh article of faith, not a cute fashion accessory. Considering the amount of discrimination turban-wearing Sikhs regularly undergo, please reconsider selling this product. pic.twitter.com/4pLi24gkGm
— Harmanpreet (@sassy_preet) May 14, 2019
(With inputs from Time and NBC.)
Also Read: Gucci Models Wear Sikh Turbans, Twitter Says ‘Respect Please’
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