If you've been anywhere near fashion TikTok or Instagram recently, you probably caught wind of the so-called "Scandinavian scarf" controversy. Spoiler alert: it wasn't Scandinavian at all. It was a dupatta – a long, flowing scarf that's been part of South Asian culture for centuries – suddenly rebranded without a hint of acknowledgment.
At first glance, it might seem like just another viral moment, but it actually taps into a much broader, ongoing pattern: how fashion sometimes reshapes cultural heritage to fit a more familiar Western lens, often leaving the original cultures out of the conversation.
The Dupatta That Wasn't Scandinavian
The controversy around Bipty’s so-called "Scandinavian scarf" erupted after the fashion rental company shared – and later deleted – a TikTok video that misidentified a dupatta, a traditional South Asian garment, as a "very European" accessory. Referring to it as a "Scandinavian shawl," the post quickly sparked a wave of parody videos from South Asian users, who used humor to highlight the erasure of the dupatta’s rich cultural history.
They pointed out the irony: while the dupatta has often been labeled "too ethnic" or "old-fashioned" in Western contexts, it was now being celebrated as trendy under a European label. For many, the issue was not just about credit, but about cultural respect – revealing how styles once dismissed in their original context are frequently rebranded without recognition.
Jewelry Has Been Caught in the Same Cycle
This isn't just a clothing conversation – jewelry has been caught in the same cycle for years. Think about it: jhumkas, maang tikkas, nose rings, and chunky gold bangles have long been part of South Asian tradition. Each piece has its own meaning, its own story. Jhumkas, for example, are beautiful bell-shaped earrings worn with traditional outfits. Maang tikkas sit at the center of the forehead, often symbolizing marriage and spirituality. Nose rings are a rite of passage for many girls growing up in South Asia.
Yet when these jewelry styles show up at places like Coachella or fashion week, they're renamed "boho accessories" or "festival jewelry." Suddenly, the same nose ring that once made South Asian kids feel "too different" in school is now considered edgy or rebellious when worn by pop stars. Usually, there’s little mention of the cultural history - and the communities that kept these traditions alive through colonialism, immigration, and social pressure deserve to be part of the story.
The Bigger Issue: Appreciation, or Erasure
It's easy to see these moments as appreciation, and there’s no question that many people are genuinely drawn to the beauty of global styles. But true appreciation starts with acknowledgment. Without that, we lose the cultural context – and something deeply rooted risks becoming just an aesthetic trend.
When a dupatta becomes a "Scandinavian scarf," or a maang tikka becomes a "festival headpiece," it dilutes the cultural journeys that brought those pieces into existence. It overlooks that people who wore them faced ridicule, racism, and marginalization for embracing their heritage.
Appreciation can be as simple as saying, "This style is inspired by South Asian fashion traditions." It means honoring the roots rather than acting as though something timeless has only just been discovered.
Why It Matters More Than Ever
In a globalized world, cultures will inevitably cross-pollinate. That can be beautiful. But only when it's done thoughtfully and respectfully. With the internet making everything visible and shareable, it’s not just celebrities and designers who hold the power and responsibility – we all do.
Calling out cultural appropriation isn't about shutting people down. It's about making sure credit is given where it's due, and communities aren’t erased from the story of their own creations.
Fashion can be a celebration of diversity, if we’re willing to honor the roots before chasing the aesthetic. When we pause to recognize where something comes from, we add meaning, depth, and authenticity to what we wear.
Next time you see a "new" trend blowing up online, take a second to ask: where did this really come from? Whose culture is being borrowed – and is anyone remembering to say thank you?
From Dupattas to Jhumkas: How Fashion Keeps Rebranding Cultural Heritage
