Luxury fashion brand Gucci is again on fire for selling designer turbans on Nordstrom at US $ 800. The members of the Sikh community have zeroed in once again accusing the brand of cultural appropriation.
Last year in February, a royal blue turban in particular from the brand’s fall 2018 collection caught the attention of Twitter users both for its high price and hurting the community sentiment.
But it seems the brand has not learnt anything from it. Gucci has started selling the Sikh turbans and that too at a price of Rs. 56,076 (US $ 800), which is absolutely insane.
Online fashion store, Nordstrom is selling these Gucci turbans by calling them, ‘Indy Full Turban’. The product is explained as, “A gorgeously crafted turban is ready to turn heads while keeping you in comfort as well as trademark style.”
They are also delivering it for free and offering in only one size. Twitter is upset beyond at the atrocity and wants Gucci and Nordstrom to take down the turbans. People have taken to the micro-blogging website to show their anger.
After the backlash, on Thursday morning, Nordstrom declared that it was pulling the turban from its website and stores, and apologised to those who were offended.
“The turban is not just an accessory to monetise; it’s a religious article of faith that millions of Sikhs view as sacred,” wrote the Sikh Coalition on Twitter, adding “Many find this cultural appropriation inappropriate, since those wearing the turban just for fashion will not appreciate its deep religious significance.”
“I would be into this if it was a way to encourage diversity and access non-western clothing (I know guys who wear pre-wrapped turbans so this would be cool for them) but the marketing around this shows otherwise. This is a cash grab, and it’s gross,” wrote another.
Sikh restaurateur, influencer and philanthropist Harjinder Singh Kukreja, who boasts more than 1.5 million followers on Twitter, explained why he and others were so upset by the item. “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.”
While Gucci is yet to comment on the controversy, Nordstrom tweeted an apology and announced that it would no longer sell the turban.
“We have decided to stop carrying this product and have removed it from the site. It was never our intent to disrespect this religious and cultural symbol. We sincerely apologise to anyone who may have been offended by this,” they wrote.