The upcoming Holi festival-inspired adidas Originals by Pharrell Williams collection is criticized and accused of cultural appropriation – trying to use a religious concept for a “fashion statement”.
The Collection is set to hit retailers this week and consists of sneakers and apparel created using a powder-dyeing technique that references the Hindu Holi Festival.
However, not everyone is happy about the collection. Hindu statesman Rajan Zed in a statement, urged Pharrell Williams and Adidas CEO Kasper Rorsted to rename their Holi collection which many Hindus felt were highly insensitive as a religious festival of Holi was linked to various deities; and offer a formal apology.
“Pharrell Williams and Adidas should have done some homework before taking Hinduism concepts frivolously and using these to make a fashion statement and sell shoes for mercantile greed. Inappropriate usage of Hinduism concepts or symbols or imagery for commercial or other agenda was not okay as it might be painful to many devotees.”
Furthermore, some Twitter users also accused the collection of being an example of “cultural appropriation”.
And not everyone is offended by the collection.
Adidas told Footwear News in a statement:
Adidas Originals and Pharrell Williams created Hu as a global platform to inspire positive change.
Hu was founded upon the principles of unity, equality, humanity, and colour with an intention to explore humanity and celebrate diversity around the world. Together Adidas Originals and Pharrell Williams use the platform to help tell stories of others from around the globe.
Share your thoughts on this story and drop your comments below. And watch Pharrell as he experiences his first Holi festival, from India, hosted by Ranveer Singh.
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