Gucci is, once again, being dragged on social media after its "Indy Full Turban," which was previously accused of being cultural appropriation, was being sold by Nordstrom for a WHOPPING $800.
You may recognize the bright blue turban, which originally appeared in the February 2018 Gucci fashion show on a white model and received backlash for its cultural dismissal of Sikh people.
According to the Sikh Coalition, the turban is worn in the Sikh community "by men and women alike. The turban was historically worn by royalty in South Asia, and the Gurus adopted this practice as a way of asserting the sovereignty and equality of all people. For a Sikh, wearing a turban asserts a public commitment to maintaining the values and ethics of the tradition, including service, compassion, and honesty."
During the initial backlash, brands like Diet Prada evaluated how an egregious error like this could (and can) be avoided.
This Twitter user wondered if Gucci had even done historical research on what a turban means to Sikhs.
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.
People pointed out that the brand was appropriating something that is discriminated against when worn by its originators, yet profited off of in the mass market.
@AvanJogia @gucci @HIMANSHU My blood is boiling right now. As a Sikh, I see this as a huge sign of disrespect and disregard towards Sikhism. It isn’t hard to educate yourself on the significance of a turban. This isn’t a mere fashion accessory! Thank you Avan for speaking out on this
The Sikh Coalition also posted on Twitter, pointing out that the turban is viewed as sacred by "millions of Sikhs," and that "those wearing the turban just for fashion" really don't get it.
The turban is not just an accessory to monetize; it's a religious article of faith that millions of Sikhs view as sacred. Many find this cultural appropriation inappropriate, since those wearing the turban just for fashion will not appreciate its deep religious significance.
Sikh activist Simran Jeet Singh pointed out that "[Sikhs are] attacked and killed for how [they] look, and now corporations get to profit off that same look."
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
Another Twitter user even pointed out that "Sikhs were boiled alive and cut limb by limb for tying it. Post 9/11 — bullied and murdered. Sikhi is accessible, not luxurious. #CulturalAppropriation at the expense of #SikhGenocide."
And this Twitter user pointed out how flagrantly insulting the suggestion of using the headwear for a "night on the town" is.
@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.
Unfortunately, this is not the first time Gucci has dropped the ball. Just earlier this year, the Italian brand came under fire after images of a balaclava knit top that looked like blackface appeared online.
In response to the balaclava backlash, Gucci issued a statement: "Gucci deeply apologizes for the offense caused by the wool balaclava jumper,” the company said. “We consider diversity to be a fundamental value to be fully upheld, respected, and at the forefront of every decision we make.”
Gucci deeply apologizes for the offense caused by the wool balaclava jumper. We consider diversity to be a fundamental value to be fully upheld, respected, and at the forefront of every decision we make. Full statement below.
As of the time of this article, Gucci has not issued a statement regarding the turban, and many of us are left to wonder how much longer brands and luxury houses will profit off of marginalized people and cultures. What do you guys think?
