Sikh Community Slams Luxurious Brand Gucci over Turbans Retailed at NordstromTop Stories

May 16, 2019 15:21
Sikh Community Slams Luxurious Brand Gucci over Turbans Retailed at Nordstrom

(Image source from: International Mission Board)

Popular luxury chain Nordstrom put on sale the turbans by luxury fashion label Gucci but the Sikh community seemingly is not too pleased about it. The product, called the Indy Full Turban, comes at a whopping price of $790. It is described on the store’s website as “A gorgeously crafted turban is ready to turn heads while keeping you in comfort as well as trademark style.”

The product also comes in many colors, including bright blue and other variants such as floral jacquard design.

As soon as the products were noticed by the community, there was a sense of cultural misappropriation.

A turban is among one of the most significant symbols of the Sikh faith. The headgear, also known as dastar, or pagri in regional Punjabi, is considered mandatory to wear by all practicing Sikhs. Considered a unique part of the Sikh identity, the turban is associated with self-respect, piety, and honor. Sikhs take great pride in their turbans and the headgear is never treated as an accessory of choice.

When the Gucci turbans retailed at Nordstrom came to its notice, the Sikh Coalition, a civil rights organization, tweeted on its official Twitter page: “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.”

The organization said it has reached out to both Gucci and Nordstrom, with the community’s concerns and are waiting to hear from them.

Gucci had come under fire last year as well when it showcased models walking down the runway at the Milan Fashion Week wearing a Sikh turban. The Sikh community told the designer brand that showcasing turbans as fashion was considered inappropriate because of its significance in the Sikh faith.

By Sowmya Sangam

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Sikhism  Gucci