When global fashion brands borrow from India’s rich cultural heritage, who really gets the credit?

Transcript

Transcript

Transcript

Our global fashion giants guilty of cultural appropriation or just creatively inspired. Across glossy runways and red carpets, luxury brands are mining the rich tapestry of Indian culture, reimagining it as high end exotic fashion. But as profits rise, so does the outrage. Because behind every so-called boho trend lies a lineage of artisans, centuries of tradition and often zero credit to them. Take the latest controversy emerging from Milan at the prestigious Milan. Fashion Week brought a sent models down the runway in sandals that looked strikingly familiar to Indian eyes, virtually indistinguishable from the GI tract Kolhapuri chappals handcrafted by artisans in Maharashtra for generations. The price tag? One point ���2,00,000. But acknowledgement of the Indian origin? None whatsoever. Not surprisingly, the backlash was swift and loud. And this time it worked. Trada wrote back to the Maharashtra Chamber of Commerce. And I quote, we acknowledged that. Sandals featured in the recent Prada Men’s 2026 fashion show are inspired by traditional Indian handcrafted footwear with a centuries old heritage. We deeply recognize the cultural significance of such Indian craftsmanship, wrote Lorenzo Bartelli, Pradas Group head of corporate social Responsibility. But one statement, however gracious, doesn’t erase the pattern because this isn’t A1 off incident. Recently, shoppers spotted another example, American retailer Nordstrom. Quietly listed a cotton Jolla among almost identical to the one sold in Indian bazaars for ���100 on their side for $48. Again, no mention of its Indian origin. No credit to the design or the community it stemmed from. Just big margins on borrowed culture. And then came the moment that truly forced the world to pay attention. At this year’s Met Gala, global Punjabi superstar Diljit Dosanjh made headlines. But not just for his look behind the scenes he had. Last card here for permission to wear the legendary Patiala necklace. Commissioned in 1928 by the Maharaja of Patiala, a crown jewel of Sikh royal heritage, it had mysteriously disappeared in the mid 20th century, but Carteret said no to Didjits request. This refusal came just two years after the same necklace, yes the exact same 1, was loaned to American YouTuber and influencer Emma Chamberlain for the Met Gala. No fuss, no questions asked. Diljit didn’t hold back and he said, and I quote, it was ours and they stole it, he said publicly, sparking a firestorm online. Unfortunately, these aren’t isolated examples. Fashion label Reformation has sold lenga style skirts as evening wear without any reference to their Indian roots. Brands like Opoly have repackaged sararas as festive outfits, stripped off their cultural context. Gucci has put white models in Sikh turbans and sold them for hundreds of dollars. Running sacred symbols into runway props. This is not just about fashion. It’s about power, visibility and erasure. The artisans behind these garments remain invisible, the stories behind these stitches are lost, and centuries of tradition are reduced to Instagram moments and marketing buzzwords. But there’s hope, and it’s coming from both global giants and homegrown heroes who are doing it right. At the Paris Fashion Week recently, Pharrell Williams Louis Vuitton showcase titled From Paris to India. Was a standout. Instead of just borrowing elements, the show collaborated directly with Indian artisans from Studio Mumbai, use music by AR Rahman and celebrated their aesthetics and soul of Indian craftsmanship with transparency and pride. They are partnered with Mumbai Chanakya School of Craft, incorporating hand embroidery by Indian women into couture gowns. With full credit and collaboration, TODDS, the Italian luxury brand Co created a capsule collection with Indian designer Rahul Mishra merging Italian silhouettes. Indian embroidery in a way that celebrated both legacies equally. That’s the difference. Appropriation versus appreciation. Exploitation versus exchange. So the next time you stroll pass a 1.2 lakh minimalist sandal or a $3000 Kurta kaftan, ask yourself who made it, what inspired it and who’s benefiting from it. Because fashion can borrow and seek inspiration, but it must also acknowledge, celebrate and most importantly, give back to the hands that crafted the magic.