Reformation

In 2025, the fashion brand Reformation launched its "South Asian Inspired" Set, retailing at a premium price point. The collection featured designs that closely mirrored traditional Indian attire, marketed with a vague reference to "General South Asian historical context." This release quickly drew attention for its striking resemblance to a specific cultural garment, yet it avoided direct naming.

The Lehenga-Choli (लहंगा-चोली) is a traditional ensemble originating from North India, deeply embedded in the region's cultural fabric. It typically consists of a long, embroidered skirt (lehenga), a fitted blouse (choli), and a scarf (dupatta). Worn by women for centuries, it is a staple for celebrations, weddings, and festivals, often featuring intricate handwork, rich fabrics, and vibrant colors that reflect the diverse artistic traditions of its creators. The garment holds significant cultural and aesthetic value, often passed down through generations.

The appropriation was swiftly called out on social media platforms, particularly TikTok, where users highlighted the brand's direct copying of the Lehenga-Choli silhouette. Objections centered on the lack of acknowledgment for the original craft and its cultural significance, as well as the brand's attempt to profit from a traditional design without proper attribution or engagement with the communities that create it. The public response was critical, accusing Reformation of cultural appropriation and commodification.

Following the TikTok backlash, Reformation reportedly refused to use the actual term "Lehenga-Choli" in its product catalog, instead maintaining its generic "South Asian Inspired" descriptor.