Gucci is undoubtedly one of the biggest fashion brands worldwide and is highly sought after. However, it has often been clouded with controversies due to some of its objectionable items. Recently a new trouble showed up for Gucci when it started selling turbans at Nordstrom for $790.
Twitter is raging with people calling this out for cultural appropriation. They believe that Gucci does not understand the deep cultural meaning and significance of the turban and selling it as a luxurious commodity is disrespecting the sentiment.
The Sikh Coalition reacted on the same on Twitter by saying that, “The Sikh turban is not just a fashion accessory, but it’s also a sacred religious article of faith. We hope more can be done to recognize this critical context.” Netizens have reacted in a similar fashion.
.@gucci @Nordstrom The Sikh turban is not just a fashion accessory, but it’s also a sacred religious article of faith. We hope more can be done to recognize this critical context. #appropriation https://t.co/p1z3CYq0NT
— Sikh Coalition (@sikh_coalition) May 15, 2019
— SharWilson FinawearFounder (@FINAWear) May 16, 2019
Hi why are Gucci/Nordstrom selling a turban ???? The absolute disrespect?? pic.twitter.com/LScLDkUAUu
— anika☼ (@thatchickmoosic) May 14, 2019
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
— Simran Jeet Singh (@SikhProf) May 15, 2019
This isn't a "trademark style." This is not some "fashion accessory."
This is just very-off. pic.twitter.com/hVBIVvb9Ic
— Naureen Singh (@Naureenksingh) May 14, 2019
Hey @Nordstrom and @gucci: this is inappropriate! The turban is a Sikh article of faith, not a cute fashion accessory. Considering the amount of discrimination turban-wearing Sikhs regularly undergo, please reconsider selling this product. pic.twitter.com/4pLi24gkGm
— Harmanpreet (@sassy_preet) May 14, 2019
— KJ Deol (@KjDeol) May 13, 2019
Seriously @Nordstrom @gucci ? The turban is one of the most important and symbolic articles of faith for Sikhs, and you’re selling it as a fashion accessory to make money? This isn’t the first time you’ve come under fire for cultural appropriation. Do better. pic.twitter.com/3KHtHSKEqm
— Taran Parmar (@Tarankparmar) May 14, 2019
— Ambreen Khan (@_ambreen) May 14, 2019
Earlier in February 2018, Gucci also faced backlash for using turbans as a fashion accessory in Milan Fashion Week. And before that it had to issue an apology after people were offended by a sweater that was similar to images of ‘blackface’.
It is high time that brands realize that not everything is a marketing tool and that somethings are sacred and should not be tampered with.