Threads and Tales by Sofia: The Erasure of South Asian Culture in Fashion

By Sofia Lamdichi | September 1, 2025

Photo Credit: Pixabay

South Asian culture exerts a magnetic influence on global fashion. Intricate embroidery, rich colors, flowing drapery, and ornate jewelry regularly surface on runways and social media. Yet, these pieces are too often shown without context or credit, their cultural origins overlooked or rebranded as boho-chic and  exotic. Such recurring erasure goes beyond oversight; it constitutes cultural erasure.  

The Thin Line Between Appreciation and Appropriation

Drawing inspiration from other cultures is not inherently harmful. Fashion, like any art form, thrives on exchange and evolution. However,  problems arise when the source is exploited without acknowledgement. When South Asian traditions are used to elevate Western fashion narratives without recognizing the communities from which they originate, it reduces a rich, lived culture, to an aesthetic trend.

South Asian fashion is deeply interwoven with cultural, religious, and historical significance. A mangal sutra is not just a necklace; it’s a symbol of marriage. Mehndi isn’t just a pretty pattern; it is part of a ceremonial tradition passed down through generations. When these elements are used for style without substance, they can feel like a mockery to those who wear them with meaning. Their history and cultural values are exploited by those who do not have the self awareness or care to consider the harm they’re perpetrating. 

The Power Imbalance

The lack of credit in Western fashion is often paired with a history of ridicule and marginalization. South Asians living in the diaspora can recall being teased or stereotyped for wearing traditional clothes. And yet, when similar designs or motifs are reinterpreted by a high-fashion brand or worn by a Western celebrity, they’re celebrated as avant-garde or trendsetting.

This discrepancy reveals a deeper power imbalance. It’s not just about fashion; it’s about who has the cultural capital to wear certain items without facing prejudice. When white designers profit off the aesthetics of South Asian culture without collaborating with or compensating South Asian creators, it reinforces a system where some voices are amplified and others are silenced. It idealizes the fashion itself while neglecting and even ridiculing the cultural impact of them. 

Credit Isn’t Just Courtesy, It’s Currency

In an industry driven by visibility and branding, credit means opportunity and elevation. South Asian designers, artisans, and communities lose out enormously when their contributions go unacknowledged. Many of these pieces, such as handloom weaving, mirror work, zardozi embroidery, etc., are the result of generational knowledge, often sustained under precarious economic conditions. Appropriating these styles without attribution not only disrespects their origins but also denies so many creators the recognition and income they deserve.

Fashion should be a celebration of diversity, not a vehicle for cultural flattening. Taking from their culture without credit reduces centuries of artistry, identity, and resilience into a fleeting trend. To create real change, fashion enthusiasts and industry leaders must intentionally recognize, credit, and support the people and communities behind the garments they wear and promote. Research designers' backgrounds before purchasing, share their stories, and uplift South Asian creators whose artistry shapes these trends. Fashion without context may look beautiful, but fashion with integrity is powerful, and what makes the industry one worth fighting for.