South Asian Creators Accuse Influencers of Cultural Appropriation

A growing conversation around cultural appropriation in fashion has emerged, particularly following the recent Coachella festival where South Asian creators criticized influencers for using traditional garments like the dupatta, often misidentified as Scandinavian scarves. Critics argue that Western brands have been reintroducing culturally significant clothing from South Asia without proper acknowledgment, prompting voices like Souzeina Mushtaq to stress the importance of education and respect in cultural appreciation. Notably, H&M has been called out for designs that reflect these cultural elements, with the brand asserting that their collections aim to incorporate current fashion trends rather than directly borrow from specific cultures. Reformation also faced backlash for a collection resembling traditional South Asian attire, with critics highlighting the need for better representation and crediting of cultural origins. Many advocates express frustration over the commodification of their traditions while lacking recognition for their historical significance. This ongoing dialogue emphasizes the necessity for brands to engage more thoughtfully with cultural elements in their designs.