H&M

H&M, the global fast-fashion retailer, introduced a garment labeled the "Boho Longline Tunic" for approximately $40. Marketed as a "free-spirit tunic," this item was a direct appropriation of the traditional Indian kurta, with no acknowledgment of its cultural origins. The brand presented the garment as a generic bohemian style, erasing its South Asian identity.

The kurta (कुर्ता) is a traditional garment with roots across India, worn by both men and women. It is a loose-fitting shirt or tunic, typically made from cotton or silk, and can range from simple daily wear to elaborately embroidered attire for special occasions. It is a fundamental part of South Asian dress, embodying comfort, cultural identity, and often, skilled craftsmanship in its varied designs and textiles. The garment holds significant cultural meaning, deeply embedded in the daily life and celebrations of millions.

The appropriation was called out by various cultural commentators and social media users who recognized the garment as a kurta. Objections centered on the blatant relabeling of traditional Indian attire as a generic 'boho tunic' or 'kimono-style tunic,' which effectively erased its South Asian heritage. Critics highlighted the lack of credit given to the original cultural creators and the broader issue of cultural appropriation within the fashion industry, where traditional designs are often rebranded without recognition or fair compensation.