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Let's reflect a bit now

Do you see any problem in wearing american indian inspired outfits in a music video?

Or in having a chinese character tattoo?

Or sporting fake dreadlocks?

... and also

"Don't wear my culture!"

The Masai are in talks to brand their ethnic group. Yes, branding.

As weird as it sounds, some representatives think it would prevent from actual brands to use their culture (part. outfits and jewelry) to make profit.

Cultural appropriation

"Adoption of some specific elements of one culture by a different cultural group"

It doesn't sound like an issue everywhere (e.g.: France; black face, costumes...)

Still goes against indigenous intellectual property or various trademark laws, and most importantly it hurts people...

Did you ever heard about...

A so-called "Navajo hipster panty"...

... or "lesbian (/androgynous) chic" ?

More recently...

Nike had to remove its Pro Tattoo Tech outfits from sales because it used traditional tattoos

from Oceanic cultures (Samoa, Fidji and Maori) who felt insulted.

Indeed, in their cultures tattoos = spirits, individual identity, wore by men, ... a very deep meaning.

Yet, Nike used the tattoos for women outfits, including bath suits...

What happened?

But...

Those were some of the many issues the fashion world (and brands) had with cultures and ethnic groups.

People and groups were offended by the use of their culture in fashion, often degrading, derogatory and scandalous.

Ethnic groups such as Navajos, filled a lawsuit for "violations of trademark law", thus prohibiting (in the U.S.A) brands to label products under the name "Navajo" when it's not authentic.

We need to reflect, right?

"Brands that use features from ethnic groups are using them to make profits! They don't even help them!!"

- Sure.

"I don't understand... I thought that by creating a Navajo inspired dress I was complimenting their ethnic group...?"

- Right.

What are the options?

In conclusion, there is no conclusion to this issue - at the moment.

I still do wonder about what can we do to enjoy different cultural properties without ethnic groups to feel offended...

Since we are studying cross-cultural communication, I do wonder about your opinions and ideas about this matter, too!!

NATIVE(X)

Brand

Promote cultural awareness by...

- supporting indigenous artists

- check if the product really is "authentic" or "traditional"

- inform people

Do we have time for anecdotes..?

Thank you!!!

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