Gucci's new collection under fire for appropriating traditional Sikh turbans

Italian fashion brand Gucci came under fire when in their recent avant-garde show for autumn/winter 2018 models walked down the runway wearing traditional Sikh turbans.

For Milan Fashion Week, Gucci's creative director Alessandro Michele ramed his display in a cold, sterile and claustrophobic space that replicated an operating theatre.

Two young models carried a replica of their heads in their arms, one model had extra eyeball painted on her forehead, one model carried a baby dragon and so on so forth.

But what caused Twitter furore was three models wearing traditional Sikh turbans in blue.

Canadian actor and model Avan Jogia began the backlash with his tweet asking the brand, "could you not find a brown model?"

Yo.. @gucci ... I mess with you guys... but this isn't a good look for you... could you not find a brown model? pic.twitter.com/INqxwrfB0t

— Avan Jogia (@AvanJogia) February 22, 2018

and please, other people of colour, this happens to ALL of us, say something even if it doesn't apply to you personally. I got you, if you got me.
Peace and love. pic.twitter.com/a5PUW5hux3

— Avan Jogia (@AvanJogia) February 22, 2018

The tweet quickly got viral with other users responding to the image.

Dear @gucci, the Sikh Turban is not a hot new accessory for white models but an article of faith for practising Sikhs. Your models have used Turbans as ‘hats’ whereas practising Sikhs tie them neatly fold-by-fold. Using fake Sikhs/Turbans is worse than selling fake Gucci products pic.twitter.com/gCzKPd9LGd

— Harjinder Singh Kukreja (@SinghLions) February 22, 2018

The most depressing thing about this are the ignorant 'why is this not ok for white people to do' comments. Understand the history, the prejudice against Sikhs, and the blindness of your own privilege in that you can't even contemplate why this is a huge problem https://t.co/AP2n2N6dGy

— Poorna Bell (@poornabell) February 23, 2018

Dear @gucci,
Next time you want to do a fashion show, hit us up! We have a whole army of Singh and Kaur models. You don’t need to use a white model and put turban on them like it’s a prop. We will come looking sexy as hell with our turbans on. (Reposted from @PammKaurr) pic.twitter.com/JL6lVzmDwr

— Gurpy Colors (@gurpycolors) February 23, 2018

Thanks @gucci for entirely appropriating my religion. Ffs, I’m pretty sure you could have found a Sikh model to wear a turban rather than turning it in some causal accessory #notokay pic.twitter.com/23HvT8vkwQ

— Maninder Sachdeva (@thisismani_) February 22, 2018

so instead of hiring a sikh model they just put a TURBAN on a white boy??? WTF GUCCI pic.twitter.com/yWiCrVFRr2

— (@trilogyalbums) February 21, 2018

It’s not even about finding a brown model, turban is seen as a crown, symbol of respect and dignity for the Sikhs, not a fucking fashion accessory this is just fuckin disrespectful gtfo Gucci https://t.co/r0D8ufQIK5

— Amitoj Rai (@RaiAmitoj) February 22, 2018

Wow.....seriously @gucci ? Not one of you thought “hey maybe we should pass on the Sikh turban as an accessory?” https://t.co/fv6wU9iCyU

— Anu (@anumationart) February 22, 2018

how is it that a turban can be a hot new accessory for white @gucci models but when a brown man wears one he's a target for violence? they love to steal & sell our culture, but they don't love us. #culturenotcostume https://t.co/OGjaB9WxDQ pic.twitter.com/D6KtUEO8nU

— leo kalyan (@leokalyan) February 22, 2018

My people have been tormented, murdered, and have been victims of racism the past couple of years just because of their turbans on their heads. And now my turban is a fucking fashion accessory? Foh gucci https://t.co/gmPVXOgflc

— (@sukhmypreet) February 22, 2018

The turbans were not the only problem, many saw the new accessories worn by the models appeared to be a hijab or niqab

What I wanna know is who at @gucci thought this was okay. You really had to go and appropriate cultural and religious wear? Could you not find a hijabi model? Could you not find a Sikh model? Do better. pic.twitter.com/dARrszcghN

— thank you Jonghyun (@sapnainthecity) February 22, 2018

The fashion house is yet to address the issue.

Kering (parent company of Gucci) boss Francois-Henri Pinault said earlier this month Gucci could still notch up double-digit growth this year. Comparable sales in the last quarter of 2017 at Gucci rose nearly 43%, beating forecasts and most industry peers.