MumbaI, India — Radhika Gupta, CEO of Edelweiss and a judge on “Shark Tank India,” has sparked controversy by calling out luxury brand Dior for alleged cultural appropriation related to its new Mukaish-embroidered overcoat. Priced at approximately ₹1.7 crore (around $200,000), the coat features traditional Indian embroidery techniques that Gupta asserts were completed by a team of 12 artisans over a span of 34 days, without proper acknowledgment of their contribution.
In a passionate social media post on X, formerly known as Twitter, Gupta criticized Dior for what she termed “blatant cultural appropriation.” She expressed her disappointment that the luxurious garment, despite showcasing a rich Indian craft, fails to mention its origins or the skilled artisans involved in its creation.
Gupta’s remarks reflect a growing concern among Indian creators and supporters of traditional crafts about how global brands often overlook the cultural significance and expertise behind artisanal work. She argued that while the world may admire Indian craftsmanship, it seldom credits those who produce these intricate works.
Elaborating on her stance, Gupta pointed out that this lack of recognition deprives the artisans of their due. “The world loves Indian craftsmanship but rarely credits the craftspeople. The branding and pricing power tend to remain with global brands, leaving the hands that create invisible,” she wrote.
Gupta’s message highlighted a broader cultural issue, suggesting that nations like Japan and South Korea have successfully capitalized on their cultural heritage, and she believes India should do the same. “Culture is soft power,” she stated, urging India to leverage its rich artisanal tradition to gain global recognition.
This incident is not Gupta’s first engagement on issues of cultural appropriation in fashion. Earlier this year, she called out Prada for showcasing a design that closely resembled the traditional Kolhapuri chappals without crediting Indian artisans. Her criticism gained significant traction on social media, where she emphasized the importance of preserving and honoring India’s textile legacy.
“Every child knows who Prada and Gucci are, but very few recognize the names of our traditional weaves and artisans,” Gupta remarked, stressing the need for greater awareness and support for local crafts.
As discussions about cultural respect in the fashion industry intensify, Gupta’s advocacy may contribute to a larger movement encouraging brands to acknowledge the artistry and origins of their products. By amplifying the voices of local artisans, there is hope for a more equitable recognition of their contributions to global fashion.
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