It is not the best year for Gucci when it comes to his public image. If in February the Italian luxury firm was accused of racism by a black sweater with balaclava that, when incorporating red lips, reminded of the practice of "blackface", has now been signaled by cultural appropriation.
The garment belongs to its Fall-Winter 2018/2019 collection and it is about a turban like the ones the Sikhs wear, the followers of one of the Indian religions.
The problem would be that, in addition to being Gucci making a profit with the sale to almost 700 euros of an accessory that is a sacred article for the followers of this cult and that has been a reason for discrimination, on the catwalk it was Caucasian models who paraded with him.
The Sikhist coalition, which watches over the rights of the community of practitioners, has publicly denounced the fact explaining that the use of the turban by Gucci is inappropriate, among other reasons, because "opposes the values and ethics of the tradition from which it comes. Among those who find service, compassion and honesty. "
The turban is not just an accessory to monetize; it's a religious article of faith that millions of Sikhs view as sacred. Many find this cultural appropriation inappropriate, since those wearing the turban just for fashion will not appreciate its deep religious significance. pic.twitter.com/fldmxa3Wvr- Sikh Coalition (@sikh_coalition) May 14, 2019
The Italian house has not ruled on the matter yet but in February he apologized and removed the jersey accused of racism, and which belongs to the same collection as the turban, quickly from the stores. Meanwhile, criticism and pressure on the networks multiply.
Gucci has lost their minds, first it was the blackface piece, now it's the #indyturban. STOP !!!! pic.twitter.com/kiWU3pGZqy- Tie ✊🏾🐝✊🏾🐝 (@Tyecolt) May 16, 2019
This is beyond aggravating. Did someone at @gucci even bother to figure out what a dastaar (turban) means to Sikhs? Did it cross your minds to consider the history behind our identity? My people are discriminated against, even killed, for wearing a turban. pic.twitter.com/G62edSmjhf- Aasees Kaur (@SouthernSikh) May 14, 2019
@gucci @Nordstrom Dastar / “Sikh turban” comes w / great responsibility. Sikhs were boiled alive & cut limb by limb for tying it. Post 9/11 - bullied & murdered. Sikhi is accessible not luxurious. $ 5 for the cloth we die (d) for. #culturalappropriation at the expense of #Sikhgenocide pic.twitter.com/NbPXvWlEEt- Jasjit Singh (@JasjitSDhanoa) May 14, 2019