ASOS

In 2017, the global online fashion retailer ASOS launched a "Chandelier" Hair Clip for £12. Marketed as a faux-pearl hair accessory, the item bore a striking resemblance to a traditional Indian bridal ornament. The product was sold on its international platform, reaching a wide customer base with no mention of its cultural origins.

The item appropriated is the Maang Tikka (मांग टीका), a significant piece of bridal jewelry originating from various regions across India. This ornament is traditionally worn by women, positioned at the central parting of the hair, with a pendant resting on the forehead. Beyond its aesthetic appeal, the Maang Tikka holds deep cultural and sacred meaning, especially in Hindu marriage ceremonies, symbolizing the union of two souls and the bride's new journey. It is crafted by skilled artisans using diverse techniques and materials, often passed down through generations.

The appropriation was swiftly called out by members of the South Asian diaspora and cultural commentators online. Objections centered on the complete lack of cultural attribution and the reduction of a sacred, culturally significant bridal ornament to a generic, inexpensive hair clip. Critics highlighted how the item, central to Hindu marriage rituals, was being sold as a mere fashion accessory without acknowledging its rich heritage, leading to accusations of cultural insensitivity and commodification of sacred objects.