Gucci is notorious for romanticising cultures that aren’t theirs and lifting aesthetics they have little to no understanding of and they’ve done it yet again. This time, the Italian high fashion brand has released its own line of kaftans, selling in the range of $2,500 to $3,000.
What the brand is calling a “floral embroidery organic linen kaftan” is selling for $3,500, or a meagre Rs540,977.
But the kaftan looks very similar to a kameez.
The design isn’t even the most original or profound take on a centuries-old tradition, it is literally an average iteration of designs we’ve seen outside storefronts, or in Generation catalogues. The brand literally picked their aesthetic out of what they’ve seen on Asian and Middle Eastern streets, recreated the designs they saw most often, put them on top of a green-tracks-wearing model, gave her a basketball and voila — billions.