Recently American rapper and music producer Pharrell Williams visited India for the first time during the festival of Holi. He was here to promote a new collection of Adidas sneakers and clothing inspired by the Hindu festival of Holi. The line is named ‘Hu Holi and comprises sneakers, shirts, hoodies and shorts that are available in a variety of vivid colours. The company says the collection drew its inspiration from the ‘magic and beauty’ of Holi celebrations in India. But this has not gone down well with the Hindus and their sentiments that are highly inclined towards their culture. Some people have pointed out that German-based company is commercialising a Hindu tradition and is closely related to cultural appropriation. President of Universal Society of Hinduism, Rajan Zed urged Williams and Adidas to rename the shoe collection and have demanded an apology from them.

Adidas’ products in the collection use colourful powder-dye techniques, resulting in a burst of vibrant hues. The sneakers range from 95 dollars to 250 dollars. However, people who practice Hinduism are not happy with collection. Some people displayed their dissatisfaction on Twitter.

A German company getting an American rapper to sell products inspired by Hindu festival

And it doesn’t even have an Indian celeb face to promote the collection

And of course, you don't need to spend a bomb when the style can be achieved for free 

On his website, Rajan wrote, “Inappropriate usage of Hinduism concepts or symbols or imagery for commercial or other agenda is not okay as it might be painful to many devotees.” He also added saying that the singer and the brand should have learned about the concept of Holi before using it to make a fashion statement and sell shoes for mercantile greed. In an interview with NDTV, Williams praised India’s incredible and fascinating culture and said he’s trying to learn more about the country. Speaking on the collection, Williams said that his goal was to give diversity as many opportunities to present itself as possible.

But the question arises is it cultural appropriation or we as Indians are in general over-sensitive about our culture? This is not the first time that cultural appropriation has offended the sentiments of Hindus or other communities that fall under minority representation. Recently at Milan Fashion Week, luxury brand Gucci was accused by Sikh community for using turbans on white models and other pieces like hijabs and niqabs. Cultural appropriation is a debatable topic. Who really decides that what will be offensive to a culture? Coming back to Pharell and Adidas, getting inspired by Holi and creating a whole range around the festival, will not help in promoting the culture. People who know little or nothing about the festival will just see the collection as products dyed in bright colours.

(The above story first appeared on LatestLY on Mar 13, 2018 12:10 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).