A Twitter user recently shared a screenshot taken from Gucci’s official website which shows that the luxury fashion company is selling an embroidery Indian kurta as a Kaftan for 2.5 lakhs.
Desis went crazy after seeing the price and started roasting Gucci for making simple clothing into aesthetically expensive branded products. Not just that, some also accused Gucci and other brands of appropriating South Asian culture and using ethnic fashion for their western aesthetics.
Here is how Twitter reacted to Gucci’s Kaftan worth 2.5 lakhs:
Similarly, Gucci’s 2018 Fall collection went under fire for showcasing a pagri (turban) as a fashion accessory. Gucci is not the only brand that comes under scrutiny when cultural appropriation by big brands is concerned.
When it comes to the use of designs or fabrics affiliated with traditional knowledge and geographical indication, the infringers are mostly high street or luxury brands like Gucci, Louis Vuitton who are accused of cultural appropriation. Recently, fashion brand Zara was also seen selling “lungi” as a skirt which cost £69.