Gucci is under fire for a move that has upset the Sikh community around the world. The famous brand showcased pagri or turbans on models in its fall 2018 collection at Milan Fashion Week.
The Sikhs have accused the brand for insulting their religion. Social media users have expressed their disapproval over using a religious garb as a fashion accessory.
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/gCzKPd9LGd— Harjinder Singh Kukreja (@SinghLions) February 22, 2018
This move by a fashion house comes at a especially bad time as a Sikh man was recently a victim of a racist attack in UK. The accused hurled racist remarks like 'Muslim go back’ at him.
And social media users have highlighted this problem.
And while Gucci sends white models down the catwalk wearing turbans, a Sikh environmentalist has his turban ripped off outside parliament in a hate attack. As someone whose family has been on the receiving end of this sh** for decades, this is utterly depressing. pic.twitter.com/35stzYF7BO— Tina Daheley (@TinaDaheley) February 22, 2018
how is it that a turban can be a hot new accessory for white @gucci models but when a brown man wears one he's a target for violence? they love to steal & sell our culture, but they don't love us. #culturenotcostume https://t.co/OGjaB9WxDQ pic.twitter.com/D6KtUEO8nU— leo kalyan (@leokalyan) February 22, 2018
My people have been tormented, murdered, and have been victims of racism the past couple of years just because of their turbans on their heads. And now my turban is a fucking fashion accessory? Foh gucci https://t.co/gmPVXOgflc— ਸੁੱਖਪ੍ਰੀਤ (@sukhmypreet) February 22, 2018
My grandpa was recently on a walk in his own neighbourhood with his friends and was harassed with racial slurs by teenage white boys who threw water bottles at him bc he wears a turban but when Gucci does it it’s called “fashion”...… seriously fuck gucci— Aveneet ☬ (@aveneet2001) February 22, 2018
sikh boys come home crying to their parents after being bullied at school saying they want to cut their hair + take their turban off. OH BUT NOW IT'S FARSHUN DARLING @gucci— Sohan Judge (@SohanJudge) February 22, 2018
Some, including actor, Avon Jogia have also accused Gucci of culture appropriation.
so instead of hiring a sikh model they just put a TURBAN on a white boy??? WTF GUCCI pic.twitter.com/yWiCrVFRr2— nisha (@trilogyalbums) February 21, 2018
Dear @gucci,This is not cool. You took something as sacred as a turban and used it as a fashion prop for one of your white models.There are plenty of beautiful Sikh models you could have booked. The culture is not a costume.Representation matters. pic.twitter.com/XerP6UKnjy— Martin Luther Singh (@Officiality) February 22, 2018
This is not the first time a famous brand has marketed cultural apparel as fashion. High-street brand, Zara, was in the news recently for selling lungis as skirts at an exorbitant price.