Gucci is in hot water for selling a turban as a style accessory.
The turban, from the luxury fashion house’s SS18 collection, was being sold for $790 (£615) by US department store, Nordstrom. It has since sold out online.
The turban is a religious garment common among male Sikhs and, more recently, some female Sikhs. It is also worn by some Shia Muslims.
Turban wearers have hit out at the luxury fashion house, accusing them of cultural appropriation for capitalising on the religious garment.
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“Dear Gucci, the Sikh Turban is not a hot new accessory,” tweeted Sikh restauranteur and influencer, Harjinder Singh Kukreja, earlier this week.
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
He also pointed out a blatant error in how the garment was being worn by the models.
Others have weighed in, citing the weighty history behind the turban and calling it “blasphemy” to wear them as a fashion garment.
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
@gucci @Nordstrom Dastar/“Sikh turban” comes w/ great responsibility. Sikhs were boiled alive & cut limb by limb for tying it. Post 9/11- bullied & murdered. Sikhi is accessible not luxurious. $5 for the cloth we die(d) for. #culturalappropriation at the expense of #Sikhgenocide pic.twitter.com/NbPXvWlEEt— Jasjit Singh (@JasjitSDhanoa) May 14, 2019
@gucci @Nordstrom culturally appropriating Sikh turbans as a form of fashion. A turban symbolizes our baptized brothers and sisters who have committed to follow the 5 articles of faith. one is kesh: keeping uncut hair, to be maintained in a turban. pic.twitter.com/YmRoXaTIKe— APR (@amreeezy) May 15, 2019
But not all turban wearers are outraged.
Others are taking a more lighthearted approach and mocking the ridiculous price of the Gucci look, when religious turbans cost just a fraction of this price.
Earlier this year, Gucci faced heavy criticism for selling a “blackface” balaclava jumper, which was widely said to resemble the racist trope.
But it isn’t the only fashion brand accused of cultural insensitivity.
Earlier this year, Katy Perry also faced controversy for selling ‘blackface’ shoes as part of her Katy Perry Collections line.
In 2017, online retailers ASOS was criticised for a “chandelier head clip” which resembled a South African bridal accessory.