Gucci
- Item
- "Indy Full" Turban
- Year
- 2019
- Retail
- ₹65,570≈ $790
- Spin
- "Statement headpiece"
In 2019, the brand offered a product it called the "Indy Full" Turban, marketing it as a statement headpiece. This item, resembling the sacred Dastār, was sold as a fashion accessory and modeled by white individuals. The commodification of a deeply religious and culturally significant item, stripped of its original meaning and context, led to widespread global outrage from the Sikh community and others.
दस्तार / ਦਸਤਾਰ
Sikh Dastār (Turban)
- Region
- Punjab
- True Value
- Sacred
- Category
- 01 · High Fashion
The Dastār, or Sikh Turban, is an article of faith for followers of Sikhism, originating in the Punjab region. It symbolizes sovereignty, self-respect, honor, and spirituality, and is worn by both men and some women. It is not merely a piece of cloth but a sacred commitment, representing a unique identity and adherence to the principles of their religion.
FX reference: 1 USD ≈ ₹83 — for comparison only
The Story
In 2019, luxury fashion house Gucci launched its "Indy Full" Turban, retailing for $790. Marketed as a "statement headpiece," the item was featured on white models during its runway debut and subsequent sale, sparking immediate controversy. This high-priced accessory was presented as a fashion item, available for purchase in stores and online.
The Dastār (दस्तार / ਦਸਤਾਰ) is a sacred article of faith for Sikhs, originating from the Punjab region. It is not merely a piece of cloth but a symbol of honor, self-respect, spirituality, and devotion to God. Worn by both men and women, it signifies commitment to Sikh principles and is an integral part of a Sikh's identity, representing equality and sovereignty. Its tying is a deeply personal and often ritualistic practice.
The commodification of the Dastār by Gucci provoked global outrage, particularly from the Sikh community and its allies. Critics, including prominent Sikh organizations and journalists, swiftly called out the brand for cultural appropriation and disrespect. The primary objection centered on the sale of a sacred religious symbol as a mere fashion accessory, especially when modeled by individuals who do not share the faith, effectively stripping it of its profound cultural and spiritual meaning.
Sold as a 'hat' worn by white models. The Dastār is an article of faith for Sikhs — its commodification provoked global outrage.