A California fashion brand is facing severe online backlash after mislabeling a saree on its website. Upon uncovering the listing, a Threads user pointed out that the label described a traditional saree while stripping away its cultural context. Despite incorporating distinct features like waist pleats and a shoulder pallu, the item was marketed as a gown. Responding to the post, social media users slammed the practice of renaming heritage clothing for Western consumers.
“JW PEI brand is an example of how cultural appropriation can happen even within 2 marginalized communities’ members, especially in the diaspora,” a Threads user wrote.
The person continued, “While the founders are an Asian husband & wife team based out of California, their whatever embellished maxi dress is a saree. You know how I know? Check the pictures,” and shared a screenshot from the fashion label’s website.
The website originally listed the garment piece as “draped maxi dress” but following the backlash changed it to “Embellished Saree-Inspired Gown”.
{{/usCountry}}The website originally listed the garment piece as “draped maxi dress” but following the backlash changed it to “Embellished Saree-Inspired Gown”.
{{/usCountry}}In the description it further added, “Inspired by the traditional South Asian saree, this floor-length gown reinterprets its signature drape — softly gathered pleats at the waist and a sheer pallu falling from the shoulder. Lightweight fabric creates graceful movement, while intricate gold-tone botanical embroidery adds a refined finish.” It is priced at nearly ₹26,000.
The Threads user continued, “Just because we are ‘minorities’, it doesn’t give us the right to co-opt & steal culturally significant artifacts from other minorities. Bloody just give credit! Sheesh.”
What did social media say?
An individual posted, “That is not an overlay dress wt*. That is a saree.” Another commented, “Why did the fashion industry suddenly start appropriating our culture?”
A third expressed, “This is not great. If they had called it a saree-gown or something, that would have at least made sense.” The OP responded, “You know what?? At this point, I’ll take that. Better than ‘Scandinavian scarf’ anyway.” The individual referred to dupattas being sold as ‘Scandinavian scarves’.
A fourth wrote, “This really makes me mad. Even Ralph Lauren took Bandhni and called it some nonsense. This is art and a part of our culture. Ugh.”