Pharrell Williams and Adidas accused of cultural appropriation with Holi Festival-inspired collaboration
They have been criticised for selling shoes for 'mercantile greed'
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Your support makes all the difference.When it comes to the fashion industry there’s a seemingly fine line between appropriation and appreciation and brands don’t always get it right.
Case in point, Pharell Williams and Adidas’s latest collaboration inspired by Holi celebrations in India and Nepal.
The collection, which is made up of colourful trainers, t-shirts and jackets, aimed to highlight the celebratory nature of the “festival of colours” where crowds of Hindus gather to eat, drink, and cover their bodies in brightly coloured powders.
However, following a recent trip to India to promote the “Hu Holi” collection, Williams and Adidas have been criticised on Twitter for appropriating Indian culture for the sake of fashion.
Inciting comment from angry social media users, many suggested that the hallmarks of the traditional festival were being capitalised upon by the duo for their own gain without proper accreditation.
“Something about Adidas’ new collection screams cultural appropriation…Using our festival to sell a brand, and it’s shoes on top of it all, which Hindus would easily take offence to and there’s not even an Indian celeb at the face of it,” one person wrote.
Another added: “A European company getting an American musician to market a line of apparel/footwear inspired by an Indian festival. Yuppp, technically, this is cultural appropriation.”
But perhaps the most scathing criticism of them all came from Hindu statesman Rajan Zed, who has urged Williams and Adidas to apologise and rename the collection.
In a post on his website, Zed claims that the collaboration is a “trivialisation of traditions-concepts-symbols-beliefs of Hinduism.”
“Pharrell Williams and Adidas should have done some homework before taking Hinduism concepts frivolously and using these to make a fashion statement and sell shoes for mercantile greed, some of which contain leather,” the statement reads.
“Inappropriate usage of Hinduism concepts or symbols or imagery for commercial or other agenda was not okay as it might be painful to many devotees.
“Hindus were for free artistic expression and speech as much as anybody else if not more. But faith was something sacred and attempts at trivializing it hurt many followers.”
The President of the Universal Society of Hinduism, Zed is well known for being outspoken with regards to the use of Hindu motifs and previously triggered Amazon to remove stockings from its website that featured an image of Hindu deity Lord Ganesha.
However, not everyone understands the furore surrounding the collection with some claiming that it helps to promote diversity.
“Please don't apologise for your Holi ad,” one person wrote on Twitter.
“I remember when celebrating diversity was a good thing...Let's keep it that way.”
A spokesperson from Adidas told The Independent: "Adidas Originals and Pharrell Williams created Hu as a global platform to inspire positive change.
"Hu was founded upon the principles of unity, equality, humanity, and colour with an intention to explore humanity and celebrate diversity around the world. Together Adidas Originals and Pharrell Williams use the platform to help tell stories of others from around the globe."
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