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.
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.
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.
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."
And this Twitter user pointed out how flagrantly insulting the suggestion of using the headwear for a "night on the town" is.
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.”
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?