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JW PEI renames viral ‘maxi dress’ as ‘saree-inspired gown'
Following outrage highlighted by HT City and online creators over the erasure of the traditional drape, the LA-based label quietly updated its website listing
Days after facing relentless backlash for stripping the classic Indian saree of its identity, Los Angeles fashion brand JW PEI has officially backtracked.
The label had sparked internet fury after listing a semi-sheer, pre-draped navy blue saree complete with a cascading pallu as a “Botanical Embellished Draped Overlay Maxi Dress” for €199,95.
Following a viral call-out by creator Arshia Moorjani, intense reporting by HT City, and an outpouring of outrage from top Indian fashion designers, the brand has quietly updated its e-commerce platform. The garment is now officially labelled a “Saree-Inspired Draped Gown.”
While the update acknowledges the drape’s South Asian roots, the initial erasure sparked a massive debate on cultural extraction, credit, and fashion ethics.
Social media users were ecstatic. One user said, “If they actually did their research and saw how beautiful a sari actually is…” Another wrote, “It’s still a saree and not a gown but I guess it’s progress.” Third said, “Sari gate was not on my 2026 bingo card.”
This isn’t the first time internet vigilantes and Indian commentators have forced global luxury houses to correct their course.
In 2025, Prada quietly acknowledged the Maharashtra roots of its footwear line only after social media users pointed out they were identical to GI-tagged Kolhapuri chappals.
