Cultural Appropriation: The use of elements of a non-dominant culture in a way that does not respect their original meaning or give credit to their source.
Cultural appropriation has been an ongoing and present issue– especially in the fashion industry. It is crucial for designers, fashion enthusiasts, and everyone else to understand and recognize this. Even if it is unintentional, uninformed designs may be misinterpreted as offensive or racist based on different cultural perspectives.
What’s the overarching issue? Products labeled “ethnic” and “tribal” by fashion companies degrade the appropriated culture’s significance, promoting a false cultural image that often perpetuates existing stereotypes.
By using stereotypical cultural motifs, brands promote generalizations of underrepresented cultures, marginalizing cultures as trends without respect for their traditional origins or the authenticity of the respective culture.
Examples:
Gucci showcased a turban inspired by Sikh heritage on non-Sikh models, pricing it at around $800 disregarding how the Sikh community had historically been persecuted for wearing it.
Marc Jacobs styled their white models’ hair using styles such as dreadlocks, which are intended to protect textured hair in order to appeal to a more “ethnic” audience.
Burberry’s 2012 cruise collection heavily relied on the use of Ankara– a fabric originating in west and central Africa. However, the clothing was not made from authentic African Ankara fabric. Because the patterns and print were reproduced elsewhere, it devalues and disrespects the traditional meaning behind the fabric. Many see this as exploiting African culture simply for designs and profit.
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