ASOS
"Chunky Festival Anklets"
ASOS
- Item
- "Chunky Festival Anklets"
- Retail
- $$
- Spin
- ""Boho metal fringe""
ASOS marketed traditional Indian ghungroo as 'Chunky Festival Anklets' with 'boho metal fringe.' This rebranding stripped the items of their cultural and historical significance, reducing them to a generic fashion accessory. The marketing completely omitted any reference to their origins as sacred dance bells or their importance in Indian classical arts. This approach effectively detaches the product from its rich heritage, presenting it as a new, decontextualized trend for a global audience.
पायल / घुंघरू
Payal / Ghungroo
- Region
- Pan-India
- True Value
- ₹400≈ $4.82
- Category
- 08 · Textiles & Home Decor
Payal, or ghungroo, are traditional Indian anklets adorned with small bells. These resonant ornaments are deeply embedded in Indian classical dance forms, where their rhythmic sounds accentuate the dancer's footwork and expressions. Worn by women and dancers across various regions of India, ghungroo are not merely decorative but serve as a vital instrument in storytelling and conveying emotions through movement, connecting the performer to ancient traditions and spiritual narratives.
FX reference: 1 USD ≈ ₹83 — for comparison only
The Story
ASOS, a global online fashion retailer, listed "Chunky Festival Anklets" for sale, marketing them as "Boho metal fringe." These items, priced at a mid-range point, were presented as a trendy accessory, devoid of any cultural context or acknowledgment of their traditional origins. The product's description focused solely on its aesthetic appeal for a festival setting.
The items appropriated by ASOS are traditionally known as Payal or Ghungroo, originating from various regions across India. Payal are anklets worn by women, often intricately designed, while Ghungroo are small metallic bells strung together, primarily used by classical Indian dancers. These bells are integral to dance forms like Kathak and Bharatanatyam, accentuating footwork and rhythm. They hold significant cultural and sometimes sacred meaning, symbolizing grace, tradition, and the rhythmic heart of Indian performing arts.
The appropriation was called out by various cultural commentators and social media users who recognized the "Chunky Festival Anklets" as traditional Indian Ghungroo. Objections centered on the complete erasure of the item's cultural identity and significance, with critics highlighting the re-titling of sacred dance bells as mere 'boho metal fringe.' The public response expressed dismay over the lack of respect for traditional crafts and the commodification of cultural artifacts without proper attribution or understanding.
Traditional anklets with musical ghungroos sold as 'boho metal fringe anklets' — the dance bells of classical India, re-titled.
Reporting forthcoming