Things got pretty intense on Twitter yesterday after someone decided to tweet about the latest Gucci offering–a desi kurta that the Italian brand is currently selling for Rs 2.5 lakh. Indians were left aghast after realising that it was nothing but the most basic kashidakaari kurta that you can find in any Indian handloom shop. Within minutes, netizens flooded the microblogging site with tweets that did not defy their shock clubbed with amusement.
“Made in Italy,” the description of the product reads. The floral embroidery and the “self-tie tassels” have been pushed by the brand as the salient features of their “kaftan.” Now, shocking as it might be, this is surely not the first time that Gucci has been called out for appropriating the Indian culture. Back in 2019, they were called out for trying to peddle the traditional Sikh turban as ‘Indy Full turban’. The brand used white models to showcase the product.
Well, seems like the brand tried taking lessons but has failed again. It is worth taking a look at the model who can be seen wearing Gucci’s “Floral embroidery organic linen kaftan.” I mean how can one possibly miss out on the curly, black hair and the tan brown skin?
Honestly, at this point, Gucci needs a separate team to just rack their brains every time they think about appropriating a culture. But before that can someone please tell Gucci that the kurta that they are selling can be purchased for as little as Rs. 500 in one of those handloom shops in Mussorie? Again, there is no way an Indian is paying more than Rs. 3000 for it even if it comes in “pure linen”.
I really want to know how much Gucci’s paying their designers. This is blatant plagiarism and there isn’t one single modification that makes it any different from the basic Indian kurta. If this qualifies as luxe design that one would shell lakhs for in the Gucci store then I can legit design their entire spring/summer collection for at least a decade to come.
Yes, I know I sound pissed ‘coz guess what? I AM pretty pissed. And so are the netizens. Here is how they are responding to the kurta.
Where Is The Lie?
A Shoutout To Our Trusty Masterjis!
Yes, Tell Us About The Buyers
That’s One Way Of Saying It
Indian Moms Will Burn Gucci Down!
We Can Bet
And You Can Steal More Of Our crafts While You Are At It
Valid Question, TBH
Guess that our everyday “kurta” just joined the league of Indian mainstays like haldi milk aka Turmeric latte and yoga now. Well, it is surely an important lesson. We need to stop taking our beautiful culture and all that it offers for granted. As for Gucci–do better guys!
Featured Image: Gucci
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