Bipty

In 2025, the fashion rental platform Bipty launched its "Scandi Girl Chest Scarf" as part of a collection marketed with the tagline "Scandi Girl Summer Aura." This item, available for rental, presented a long fabric draped diagonally across the chest as a novel 'Scandinavian' aesthetic trend, despite its clear resemblance to a traditional Indian garment.

The garment in question is the Dupatta (दुपट्टा) or Odhni (ओढ़नी), a long, multi-purpose scarf integral to Indian attire. Originating from various regions across India, it is traditionally worn by women, often draped over the head and shoulders, or across the chest. Beyond its functional role in modesty or protection from the elements, the Dupatta holds significant cultural and sometimes sacred meaning, symbolizing grace, tradition, and identity within Indian communities. Its creation involves diverse weaving, printing, and embroidery techniques, with a fair value of around ₹150 for basic versions.

The rebranding of the Dupatta as a 'Scandi Girl Chest Scarf' quickly drew criticism from cultural commentators and social media users. Objections centered on the blatant aesthetic hijacking, where a culturally significant Indian garment was stripped of its origin and meaning, then reattributed to a European aesthetic for commercial gain. Critics highlighted the lack of credit given to Indian craftspeople and the broader issue of cultural appropriation in the fashion industry, sparking public debate on intellectual property and respect for traditional knowledge.