Thursday, December 9, 2021
HomeNews ReportsHu Holi, an Adidas and Pharrell Williams collaboration draws flak for cultural appropriation

Hu Holi, an Adidas and Pharrell Williams collaboration draws flak for cultural appropriation

Pharrell Williams’ pictures of him celebrating Holi with the Bollywood stars with deadpan and confused expressions were viral last week, with many taking digs at how glum the ‘Happy’ singer looked.

The Holi party was organised by sportswear brand Adidas to launch Pharrell’s new collection ‘Hu Holi’, which is a tribute to the Indian festival of colours. However, Pharrell’s collection sparked debate on the cultural appropriation with people accusing the brand of commercialising a much loved Hindu festival and tradition to sell shoes.


The fact that a German company was using an American celebrity to sell $250 shoes did not go down too well with many.


Rajan Zed, a Hindu statesman and president of the Universal Society of Hinduism, has called for Williams and Adidas to apologise for the same and rename the collection. He says this collection trivialises traditions, concepts, symbols and beliefs of Hinduism. Saying that they should have done their homework before taking Hindu concepts frivolously, Zed said this attempt of trivialising may hurt the followers.

 

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