Creators push back against a mislabeled “European” trend
In fashion, there always exists a thin line between appreciation and appropriation. But a recent trend on TikTok saw South Asian women quickly calling out the latter when it came to other creators showcasing (and mislabeling) the dupatta. In a now-deleted video by fashion rental company Bipty, a white creator described a South Asian dupatta look as “very European.”
The dupatta, a shawl-like scarf worn draped across the shoulders, is a quintessential element of South Asian women’s attire, often part of the shalwar kameez outfit. Adorned with intricate embroidery or worn as a simple cloth, the dupatta has deep cultural significance that extends beyond mere fashion.
In the wake of Bipty’s mischaracterization, South Asian creators on TikTok united to reclaim their heritage. Women proudly shared videos of their “Very European OOTDs,” (outfit of the days) sarcastically showcasing traditional South Asian clothing like vibrant shalwar kameez paired with elegant dupattas.
This trend highlights an all-too-familiar pattern of cultural appropriation, where elements of South Asian culture, from yoga to fashion, are co-opted by Western brands without understanding or crediting their origins. The aesthetic is often perceived negatively when worn by South Asians, only to be deemed trendy when donned by white women.
“There is a difference between appreciation and appropriation, and the distinction is clear to me: Appreciation acknowledges the origin and pays homage to it, while appropriation acts as though the item at hand is wholly original,” wrote Radhika Menon in Marie Claire. “Had Bipty researched the dupatta’s South Asian origins and concluded the look was ‘chic,’ the reaction may have been entirely different.”
TikTok Fashion Creators to Follow:
These creators recently weighed in on the controversy, but also frequently talk Desi fashion and style:
@hennabysabeen
@daivifromkajustudios
@zahra.omarji
