ASOS / Forever 21

Fashion retailers ASOS and Forever 21 offered "stackable plastic bangles" for sale, marketing them as "arm candy stacks." These items, priced around 0, bore a striking resemblance to traditional Indian bridal bangles, specifically the Chooda. The brands presented these as trendy, disposable accessories without acknowledging their cultural significance.

The Chooda (चूड़ा) is a set of sacred bangles, predominantly red and white, worn by Punjabi brides in India. These bangles are gifted to the bride by her maternal uncle and are considered highly auspicious. They symbolize fertility, prosperity, and the marital status of the woman, traditionally worn for a significant period after the wedding, often for 40 days or even up to a year, as a mark of a newlywed. The Chooda is deeply embedded in Punjabi cultural and religious ceremonies, carrying immense sentimental and spiritual value.

The appropriation was called out by members of the South Asian diaspora and cultural commentators online. Objections centered on the brands' transformation of a sacred and culturally significant item into a cheap, disposable plastic accessory. Critics highlighted the lack of respect for the Chooda's deep-rooted meaning and its reduction to a mere fashion trend, stripping it of its spiritual and traditional context. The outrage stemmed from the perceived trivialization of a cherished cultural symbol.