Can some kind soul please send Gucci HQ a link to a sensitivity training seminar, ‘cos the luxury fashion house is back on their cultural appropriation bullshit in just the most obvious way. Their most recent gaffe, which has scores of punters on social media calling for an apology, concerns a $1200 cobalt-blue turban they sent down the runway on a white model.
The turban, which looks identical to the religious garments worn by Sikhs, actually appeared on the runway last year, and prompted backlash then, too. Clearly for nought, according to Gucci, who have continued making and distributing the items for the eye-popping price of nearly US$800.
@gucci, who made the decision to capitalize on something so significant to Sikhs? And your team went as far as telling people how to accessorize for a “night on the town”. You don’t use a turban to add “pop of blue” in your outfit.
— Aasees Kaur (@SouthernSikh) May 14, 2019
The “Indy Full Turban” was spotted for sale on US retailer Nordstrom‘s website, with some jaunty copy asserting that the “gorgeously crafted turban” was “ready to turn heads while keeping you in comfort as well as trademark style“.
It’s now marked as “sold out”, and Nordstrom has issued a statement saying they’ve withdrawn the item from sale. However, Gucci has yet to issue a comment on the backlash.
We have decided to stop carrying this product and have removed it from the site. It was never our intent to disrespect this religious and cultural symbol. We sincerely apologize to anyone who may have been offended by this.
— Nordstrom (@Nordstrom) May 16, 2019
And the backlash has been significant! For Sikhs, the turban is a deeply important garment, not, as many have pointed out, a cute hat to pop on as an accessory.
.@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
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
Seriously @Nordstrom @gucci ? The turban is one of the most important and symbolic articles of faith for Sikhs, and you’re selling it as a fashion accessory to make money? This isn’t the first time you’ve come under fire for cultural appropriation. Do better. pic.twitter.com/3KHtHSKEqm
— Tarnjit Kaur Parmar (@Tarnjitkparmar) 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 (@simran) May 15, 2019
@Nordstrom please take this down. Turbans are supposed to promote equality among the people. Selling a turban, let alone a “Gucci” one, that is $750 is not right. It promotes the opposite of equality. There’s so much more I could say, but in short, please take this down. https://t.co/j0zd6cI3hn
— Harman 🚒🚓🚑🏥 (@_harman_kaur_) May 15, 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
This is not the first time Gucci has copped a telling off for blithely using racist or appropriative motifs in their clothing lines.
Earlier this year, the fashion house was universally panned for released a very weird and obviously blackface-inspired sweater, which they quickly pulled from sale and production.
So ya’ll just going to let #Gucci act like they ain’t know better? #Blackface
STOP supporting brands that mock you! #BoycottGucci pic.twitter.com/TwPaAkZH6D
— VENUS ✊🏿✊🏾✊🏽✊🏼✊🏻 (@YemayaSeaStar) February 7, 2019
The luxury brand said that the blackface incident would be used as a “learning experience“, and that they promised to increase diversity throughout the company. Looks like that worked well, then!
Honestly, how hard is it to just… not? Is this yet another soulless marketing ploy to gain publicity for a thousand-dollar hat? What is the point of having a millennial committee if they’re not going to stop you from doing shit like this!
Rich people! Get your shit together!