Tuesday, June 22, 2021

Gucci’s repertoire of kaftans gets trolled on social media for cultural appropriation, Read why

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Italian luxury fashion brand Gucci has been listed amongst the top five in the most valuable luxury brands globally in 2020. It comes only fourth to fashion houses Chanel, Louis Vuitton and Hermès. The brand has been valued approximately at about 27.2 billion U.S. dollars in 2020 and has become the largest brand owned by the parent company, Kering Group.

On the international website of the brand, an ensemble is available, which is described as a “floral embroidery organic linen kaftan”. This has been labelled at 3500 U.S. dollars (Indian Rupees 2,52,000) and it has caught the attention of Indians on Twitter. The brand has been trolled on Twitter with either the price of the design or the design of the ensembles. While some users talk about getting fifty kurtas similarly to this in wholesale for less than 1.5k, another one aims that Sarojini Nagar of New Delhi will be selling this out for 250rs which is almost 4 US dollars.

The price range of the kaftans ranges between USD $2,100 -$3,500, which when converted becomes Rs 1.5 to 2.5 lakh in the Indian currency. The product description for the kaftan as per the website is that it is handcraft from organic linen, along with floral embroidery and self-tile tassels. The kaftan which was first introduced as part of Gucci’s 1996 collection, till date continues to be an essential part of the House aesthetic. However, it has been experimented with and evolved in new materials and modern details. Unconventional layering with tracksuit pieces defines a whole new way to interpret the garment, giving it a surprising twist.

The Twitterati who are trolling the brand says that Gucci has been inspired by Indian fashion and their range of kaftans have a striking resemblance with Indian embroidered kurtas that are to be found throughout the country. They also believe that their price didn’t sit well with its Indian audience.

Gucci says that the outfit that is described to be made of linen and silk fabric besides their work of floral embroidery, prints and tassels was originally a part of their 1996 collection. The brand has been known for its innovation and appealing designs to the global audience and as such it is only unavoidable that elements from various cultures feature in its collection.

Be it pointing out the cultural appropriation or the aspect of commonplace inspiration which seems but natural in design, the Indian tweeple are keen to air their views about the collection on the social media platform.

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