Target / West Elm

Target and West Elm, prominent American retailers, marketed and sold cushions featuring patterns they described as "Geometric Tribal." These items, priced around $60, were presented as globally inspired decor. The designs closely resembled traditional Indian Ikat weaving, yet were stripped of their cultural context and retailed at a significant markup compared to their fair value.

Ikat (इकत) is a sophisticated resist-dye weaving technique originating from various regions in India, including Telangana, Odisha, and Gujarat. This intricate art involves meticulously tying and dyeing warp or weft threads, or sometimes both, before weaving them into a fabric. The process creates distinctive, often blurred patterns that are highly prized. Each region boasts unique motifs and color palettes, reflecting local traditions, spiritual beliefs, and community identity, with master weavers dedicating years to perfecting their craft.

The appropriation was largely called out by cultural commentators and craft enthusiasts online, who identified the patterns as clearly derived from Ikat. Objections centered on the generic labeling of the designs as "Geometric Tribal," which erased the specific Indian origins and the skilled artisans behind the craft. Critics highlighted the lack of credit given to the original creators and the significant price disparity between the mass-produced items and the handcrafted originals, which typically retail for around ₹2,400.