Indian netizens slam Gucci for mislabeling Alia’s saree ensemble as a ‘gown’, reigniting debates about Western brands misrepresenting South Asian fashion
May 27, 2025: When Bollywood star Alia Bhatt made her debut at the Cannes International Film Festival 2025, it was a proud moment for many Indians — particularly because she wore an ensemble that looked unmistakably desi. Alia herself called it Gucci’s interpretation of the saree, which she proudly wore to the festival’s closing ceremony.
But what should have been a moment of celebration quickly turned sour when Gucci posted a photo of Alia’s Cannes look, calling it a “custom Gucci gown” rather than a saree or lehenga-choli. The backlash was swift and fierce, with netizens calling out the global brand for cultural misappropriation and tone-deaf labelling.
Also Read: Alia Bhatt’s Sultry Saree Steals the Show at Cannes Finale
The comments section was flooded with similar sentiments: “It’s a saree, not a gown!”, “Why are you erasing the cultural roots of this outfit?”, and “Stop rebranding South Asian culture with Western labels.”
Adding fuel to the fire, eagle-eyed fans spotted an uncanny resemblance between Gucci’s outfit and the “Naira mermaid lehenga” from Talking Threads, an Indian brand. Many pointed out that Gucci’s “gown” was likely inspired — if not copied — from the Indian brand’s creation released just last year.
This isn’t the first time the West has attempted to rebrand Indian or South Asian fashion. Remember the “Scandinavian scarf” fiasco? That was nothing but a dupatta relabelled as European minimalism. And the list doesn’t stop there — from rebranding turmeric milk as “golden latte” to calling hair oiling a new “wellness trend,” the West has repeatedly appropriated and rebranded what’s been part of Indian culture for generations.
The Internet is now full of posts calling out these missteps. One viral comment listed all the ways the West has borrowed and glamorised desi staples — gathering thousands of likes in solidarity.
It’s a familiar pattern: something that was considered “ethnic” or “exotic” is suddenly “chic” once it’s Westernised, often without acknowledging its roots. Alia Bhatt’s Cannes debut may have been stunning, but Gucci’s mislabelling of her outfit has once again highlighted how global brands often erase the cultural context behind the looks they create.
If nothing else, let this incident serve as a reminder that imitation might be the sincerest form of flattery, but it’s not a substitute for giving credit where it’s due.
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Alia Bhatt, Gucci Cannes 2025, cultural appropriation, Indian fashion, Cannes Film Festival, saree, lehenga choli, global fashion missteps