Cultural Appropriation (noun): The unacknowledged or inappropriate adoption of the customs, practices, ideas, etc., of one people or society by members of another, typically more dominant, people or society.
This summer, when the so-called “Scandinavian Scarf” took TikTok by storm, I was confused. The comments praised wearers of this simple piece of cloth, dubbing it a pioneering fashion trend. But here’s the thing: the “Scandinavian Scarf” isn’t Scandinavian at all—it’s Indian. It’s called a dupatta.
Recently, brands like Peppermayo and Oh Polly have taken things even further, designing dresses inspired by traditional Indian patterns and silhouettes. But instead of crediting the culture these designs come from, they’ve rebranded them as “Scandinavian” or “Ibiza-inspired.” Not a single Indian model is featured in their campaigns, and yet, the moment a white person dons our attire, it’s suddenly considered “chic” and “sophisticated.”
It might seem like a stretch, but it says a lot that desi-inspired clothing needs to be renamed to appeal to white audiences. For decades, we’ve been seen as “dirty” or “other,” and anything associated with our culture—including our clothing—has been marked with that same bias.
Many have rushed to defend these creators and brands, brushing off critiques with the classic line: “It’s not that deep.”
Tell that to my younger self—the girl who was embarrassed to wear Indian clothes outside of desi events, who would do anything to blend in, to seem more “normal.” South Asians have long been mocked for our appearances, our food, our clothing—and in today’s climate, that prejudice hasn’t gone away. If anything, it’s gotten louder.
Many desis have no issue with people of other cultures wearing our pieces of clothing. If anything, it makes me happy when friends from other cultures are excited to try on lehengas, saris, and more. What sets them apart from these TikTok influencers and brands, is culture appreciation, not appropriation.
Picking and choosing parts of a culture to embrace only when it’s convenient, trendy, or profitable, without acknowledging its history or giving credit, is more than just ignorant. It’s erasure. And for Western brands to capitalize off our heritage while pretending they’ve created something revolutionary? That’s not innovation. That’s exploitation.
Here’s a thought: instead of pushing out knockoff desi designs, why not collaborate with South Asian designers and brands? Give credit. Share the platform. Respect the origin.
Stop stealing. Start crediting.