
Spring is in full bloom with many companies releasing
simular lines it’s time for marketing teams to get creative and market their
product in an eye catching way. This week Sportsgirl have given us a quick
lesson in how NOT to market a product; do not try and appropriate a culture.
Their collection ‘Polynesian Girl’ has created a buzz on the internet with
consumers concerned off their blatant disregard for another culture.
Now you may be thinking ‘isn’t it a good thing if you are trying to take
influences from the world around us?’ nothing is that simple, unknowingly we
can take something of importance and make it into something trivial. According
to Who Owns Culture? Appropriation and Authenticity in American Law cultural
appropriation is defined as: “Taking intellectual property, traditional
knowledge, cultural expressions, or artefacts from someone else's culture
without permission. This can include unauthorized use of another culture's
dance, dress, music, language, folklore, cuisine, traditional medicine,
religious symbols, etc. It's most likely to be harmful when the source
community is a minority group that has been oppressed or exploited in other
ways or when the object of appropriation is particularly sensitive, e.g. sacred
objects.”
By naming their collection ‘Polynesian Girl’ Sportsgirl are capitalising on
someone else’s culture. The choice of using a white blond-haired, blue-eyed
model over an islander girl; using words such as ‘novelty print’ are culturally
inappropriate. With a little research they could have easily avoided the
backlash of this marketing mistake.
Sportsgirl weren’t the first to go down the cultural appropriation path. Celebrities
and brands, looking at you Urban Outfitters (Star of David Shirts, inappropriate
comments regarding St Patrick’s Day, the list goes on and on) have been trying
to make money of various cultures for years. Victoria’s Secret are another
company that struggle with cultural appropriation boundaries. Native American headdresses
have featured in their runway shows and in 2012 they marketed an oriental
inspired lingerie set as ‘sexy little geisha’. In doing this they have modified
and sexualised a culture in order to make sales.
Ayesha Siddiqi, Ideas Editor at BuzzFeed, Contributing
Editor at The New Inquiry, featured in an article last year on Bullett about
cultural appropriation: ‘Ghetto Fabulous: 13 Voices Speak On Fashion’s Appropriation of Urban Culture’. Her quote was extremely powerful, showing how oppressing and
harmful cultural appropriation can be.
“Rarely do the original communities
benefit from an acceptance of ‘ethnic’ styles in the mainstream. White America
has always wanted our look, not us. When South Asian bangles, embroidered
flats, and paisley print became accepted in the mainstream, it wasn’t South
Asians who suddenly became cool. When a Pakistani woman wears a headscarf or an
Indian woman wears a bindi, she is subject to everything from scorn to
violence; they risk being seen as ‘unassimilated.’ Since the launch of the ‘war
on terror,’ Muslim women wearing the hijab have been subject to public
beatings, harassment, and workplace discrimination. Our cultural artifacts
become identity markers and those markers become targets. I love the hijab, but
the last time I wore it a man in a pickup truck followed me screaming slurs.
Meanwhile Rihanna poses in one, Madonna models under a niqab, Lady Gaga sings
about burqas.
Appropriation occurs
when bodies, typically white, popularize styles that didn’t originate with
them, across a matrix of power: the power of visibility, the power to define
what is ‘ethnic’ in the market. The gains that follow are reserved for the
appropriator, not the appropriated. When the participation of poc in mainstream
culture is relegated to trinkets Urban Outfitters can sell, what are we
supposed to do, be grateful? While our communities are mined for the latest hip
accessories that are lauded on white bodies while suspect on ours, it’s a
valuation of whiteness above us. Above our history, dignity, and humanity. I
want to see dreadlocks be appreciated because of the black people wearing them,
not the corny white dude who doesn’t have to worry about looking ‘too ethnic’
at a job interview. I want to see Bollywood dances appreciated from our current
Indian American Miss America, not Selena Gomez’s mangled approximation in her
VMA performance of “Come and Get It.” Guess which one of them was subsequently
called a terrorist.”
Its 2014, its time for us to make smart decisions about the world around us, to
make a change so the world is a better place for everyone not just those in the
majority. We can respect and appreciate cultures but we need to remember that
they aren’t ours to take and they’re definitely not there for large companies
to make money from.