Clothing brand renames modest kurta-pyjama ‘jersey shirt dress’; netizens are perplexed
In a peculiar turn of events within the realm of fast fashion, H&M is facing accusations of appropriating the modest kurta-pyjama, assigning it an unfamiliar and seemingly fabricated name, and marketing it online at a price ranging from a couple of thousand bucks. This move has not resonated well with netizens.
Upon searching for a “jersey shirt dress” on the brand’s website, users are directed to a section featuring the contested garment, with prices starting at approximately INR 1,500 and reaching upwards of INR 2,000. The controversy gained traction when Twitter users worldwide began condemning the brand for culturally appropriating the traditional attire prevalent in countries like India, Pakistan, and Bangladesh.
The product description on the website defines the item as a “calf-length dress in soft jersey with a collar, buttons down the front and a yoke with pleats at the back. Long sleeves with buttoned cuffs, and slits in the sides of the hem. Unlined.” For those familiar with the subcontinent’s cultural practices, this description raises eyebrows, as the attire in question is commonly worn during celebratory occasions such as Diwali and Eid, weddings, or simply for comfort at home.
Thus, it’s not unfounded to label this situation as a sartorial abomination, witnessing a fast-fashion brand commercializing and pricing it exorbitantly.
In a peculiar turn of events within the realm of fast fashion, H&M is facing accusations of appropriating the modest kurta-pyjama, assigning it an unfamiliar and seemingly fabricated name, and marketing it online at a price ranging from a couple of thousand bucks. This move has not resonated well with netizens. Upon searching for a…