HONORING OR BORROWING? The Fine Line Between Cultural Appropriation & Cultural Appreciation

We’re living in an era of heightened cultural sensitivity, where brands can’t just slap a trendy label on something and call it a day. With every influencer ready to go viral, cultural elements must be handled with care and respect. Younger generations are stepping up, proudly waving their cultural flags while ensuring that when they appreciate a culture, they give credit where it’s due. 

In this piece, we’ll navigate the tricky waters between cultural appreciation and appropriation, sharing a few cringe-worthy examples that illustrate why cultural respect is the way to go. 

When Cultural Attire Becomes Fashionable-Without Context

Let’s talk about the South Asian dupatta. This long scarf is not just an accessory; it’s a symbol of modesty, heritage and let’s be real, a fantastic way to cover up a bad hair day. Recently, some Eastern European influencers decided to adopt the dupatta, marketing it as part of an “European chic.” They draped it over their dresses, completely ignoring its rich cultural significance. Cue the collective eye rolls from South Asians everywhere!

Picture by The Juggernaut (A Tiktok screenshot)

While we’ve been rocking dupattas for ages, suddenly, it’s “fashionable” when they do it. And let’s not forget, when South Asians wear it, we’re labeled “conservative,” but when it’s in an influencer's wardrobe, it’s “trendy.” How about a little acknowledgment of where it came from? After all, the dupatta isn’t just fabric; it’s part of our stories!

The Gucci Turban

Now, let’s address the elephant in the room: the Gucci Sikh turban. In 2018, Gucci thought it’d be cute to showcase a Sikh-style turban on models at a fashion show. Spoiler alert: it wasn’t. Marketed as the “Indy Full Turban,” this fashion faux pas sold for a pretty penny on Nordstrom’s website. But for Sikhs, the turban is more than just an accessory; it’s a sacred symbol of faith and identity.

Gucci's "Indy Full Turban"

The backlash was swift and fierce–because nothing says “fashionable” like commodifying a religious item without a care for its significance. The Sikh Coalition stepped in, reminding Gucci that cultural respect isn’t just a marketing tool; it’s a necessity. Lesson learned: if you’re going to borrow from someone’s culture, at least take a minute to understand what you’re borrowing!

When Food Becomes “Trendy”

Cultural appropriation doesn’t stop at clothing; it’s all over our plates too! Take turmeric lattes or golden milk, for example. It’s basically the fancy new name for haldi doodh, an age-old remedy from South Asia that grandmas swear by. Yet, once it got a trendy makeover in western cafes, it became the latest “wellness drink,” complete with a fancy price tag and no mention of its cultural roots.

And don’t even get me started on the rebranding of traditional dishes. Mexican street tacos and Indigenous ingredients like chia seeds get repackaged for the Instagram crowd, labeled as “superfoods,” without a nod to the communities that have relied on these foods for centuries. We get it, food is fabulous, but can we at least acknowledge the source?

When Cultural Symbols Become Trends

Several brands have discovered the hard way that cultural symbols aren’t just for decoration. Here are some classics:

Victoria’s Secret and Indigenous Headdresses: In 2012, they thought it’d be fun to dress a model in a Native American feathered headdress for their fashion show. Spoiler: it didn’t go over well. Many Indigenous people were outraged, leading to an apology that read like a public relations 101 lesson on how not to appropriate culture.

Dior’s “Sauvage” Campaign: In 2018, Dior rolled out an ad featuring Native American imagery to promote a fragrance called “Sauvage” (which, for those who don’t speak French, translates to “savage”). The backlash was immediate and Dior learned that pulling on cultural threads can unravel your brand’s credibility pretty quickly.

From Zara

Marc Jacobs and African-Inspired Hairstyles: At a 2016 runway show, Marc Jacobs featured models with colorful locs, completely ignoring their cultural significance. The result? A social media firestorm where critics asked, “Why is this not called cultural appropriation when it’s trendy?”

Zara’s Lungi-inspired Midi Skirt: Zara faced backlash for selling a “check midi skirt” that bore a striking resemblance to the lungi, a traditional garment worn by men in South Asia. What’s next? A company selling a “midi sari”? Let’s hope not.

How to Respectfully Appreciate a Culture

For brands, creatives and individuals, cultural appreciation is all about engaging with sensitivity and respect. Here are some tips to keep you on the right side of this line:

Educate Yourself: Learn about the culture and history behind what inspires you. Take a moment to read about it–Google is your friend!

Give Credit: Acknowledge the origins of your inspiration. It’s a small gesture that goes a long way. Bonus points if you tag the culture’s creators in your posts!

Collaborate With Cultural Creators: Work with artists and designers from the culture you’re inspired by. Think of it as a cultural partnership–everyone wins!

Ultimately, cultural appreciation is about admiration rooted in understanding, not just aesthetics. The younger generations are leading the charge by embracing cultural diversity while respecting its origins, showing how thoughtful appreciation can lead to meaningful connections. By honoring traditions rather than turning them into fleeting trends, brands and individuals alike can create a global exchange that celebrates cultural richness.

To dive deeper into one such example of cultural exchange, read more about Chintz, the Indian fabric that transformed European fashion in the 19th century. Learn how Europeans culturally appropriated this beautiful fabric, exploiting its intricate designs while failing to credit the artisans behind it. This story highlights not only the lack of recognition for the craftsmanship but also the exploitation of a culture and its creators. Discover the untold story behind this iconic fabric in my article: Chintz: The Indian Fabric That Changed European Fashion in 19th Century.

So the next time a culturally inspired item catches your eye, remember: true appreciation means acknowledging the culture’s heritage, identity, and value. Let’s all strive to celebrate the beauty of diversity in an authentic way—after all, it’s way more fun to share the spotlight!

In the luxury industry, cultural awareness goes hand in hand with essential soft skills like empathy, adaptability and cross-cultural communication. If you’re looking to thrive in this space, check out my guide on Soft Skills Needed in the Luxury Industry to learn how these abilities can shape a successful career.