If there’s one thing fashion and beauty companies need to be hyper aware of, it’s that their content doesn’t verge on cultural appropriation.
But, they get it wrong a lot of the time.
Most recently, it’s Pharrell’s collaboration with Adidas that has come under fire.
His new ‘Hu Holi’ collection with the sporting brand has apparently been inspired by the “magic and beauty” of Holi celebrations in India and Nepal, however where they see inspiration, others are seeing cultural appropriation.
The president of the Universal Society of Hinduism, Rajan Zed, has said that both Pharrell and Adidas “should have done some homework before taking Hinduism concepts frivolously” and that they are “trivialising” their beliefs and traditions.
It’s also important to note that some of the products contain leather, which is pretty crazy since cows are considered sacred in Hinduism.
Adidas have claimed that the collection shows off Pharrell’s “creative flair for celebrating human diversity”.
They even released a video of Pharrell experiencing the Holi festival for the first time, which people found just as offensive.
Rajan Zed would like a formal apology from both Pharrell and Adidas, and for them to change the name.