Givenchy
"Victorian Chola" Nose Rings & Bindis · 2015
Givenchy
- Item
- "Victorian Chola" Nose Rings & Bindis
- Year
- 2015
- Retail
- Runway-only
- Spin
- ""Victorian Chola""
In 2015, Givenchy presented heavy facial jewelry and forehead adornments on its runway, labeling them 'Victorian Chola' nose rings and bindis. This marketing approach merged disparate subcultures while entirely overlooking the profound cultural and sacred roots of the Nath and bridal Shringar. The brand's presentation detached these items from their original context, reducing them to a fashion aesthetic without acknowledging their significance in Indian tradition.
नथ / श्रृंगार
Nath & Bridal Shringar
- Region
- Pan-India
- True Value
- Sacred
- Category
- 07 · Runway Plagiarism
Nath, or traditional Indian nose rings, and other bridal Shringar elements are integral to Indian culture, symbolizing marital status, beauty, and auspiciousness. These intricate pieces, often crafted from gold and adorned with pearls or gemstones, are worn by brides across various regions of India. Each design carries cultural significance, passed down through generations, and is deeply embedded in wedding rituals and traditional attire.
FX reference: 1 USD ≈ ₹83 — for comparison only
The Story
In 2015, Givenchy presented a collection featuring heavy facial jewelry and forehead adornments, which the brand controversially labeled "Victorian Chola" nose rings and bindis. These items were showcased on the runway, with no retail price indicated, merging distinct subcultures and aesthetics under a single, perplexing marketing spin. The collection drew immediate attention for its unusual styling and nomenclature.
The adornments closely resembled the Nath, a traditional Indian nose ring, and elements of bridal Shringar (नथ / श्रृंगार), which refers to the sixteen traditional adornments of a bride, symbolizing beauty, fertility, and marital sanctity. These forms of jewelry are deeply embedded in pan-Indian cultural and religious practices, worn during significant life events and as expressions of identity. The Nath, in particular, holds sacred value and is an integral part of wedding ceremonies across various communities.
The fashion world and cultural commentators swiftly called out Givenchy for its "Victorian Chola" branding. Critics highlighted the brand's appropriation of sacred Indian jewelry, specifically the Nath and bridal Shringar, without acknowledging their origins or cultural significance. The primary objection centered on the complete disregard for the rich heritage and spiritual value of these items, reducing them to mere fashion accessories and mislabeling them with unrelated cultural terms.
Heavy facial jewelry and forehead jewels labelled 'Victorian Chola', merging subcultures while ignoring classical Nath and bridal Shringar roots.
Reporting forthcoming