" The vibe is Desi . "

Recently, a surge of outrage has broken out on TikTok within the South Asian community. The bulk of it began when a staff member from Bipty Fashion Rentals posted a video reviewing wedding guest outfits.

stitchwith @Bipty | Fashion Rental 💙 no hate or anything but like calling it european is unbalanced like this is just funny 😭 😭 😭 # desi#southasian#browngirl

Although the original video has since been removed, plenty of TikTok stitches still show snippets of the reviews. The team member is shown referring to Desi style garments, like a dupatta, as “European effortlessly chic” and “so European”.

A number of South Asian creators responded to the original video, poking fun at the “European effortlessly chic” remarks, and creating explainers to educate Bipty and other viewers. The rest are sick of the disregard for Desi influences.

your sign to wear casual south asian tire out everywhere now#bipty#southasian#browntiktok

Now, Australian brand VRG GRL has fired up South Asian creators again with the release of jewellery that features traditional Desi jhumka designs. This time, the description on the product reads that it “will give abohemian luxe feelto any outfit”. No mentions of the inspiration in sight.

“You’re stealing and you’re not even giving any reference to where you’re stealing from,” fashion creator Aneeqa said.

@VRG GRL do better there is no way you stole a jhumka and call it a farrah earing this is embarrassing#desifashion#scandinavianstyle#european#culturalappropriation

TikTok users following along with the controversy did notice that VRG GRL ’s responses would vary depending on whose telecasting they choose to gloss on .

Australian lifestyle creator Muskan said that the repeated incidents spoke to a broader, complete disregard for South Asian and Asian trends as whole — and not just in fashion. “I fear there is a systemic problem of getting things out of South Asian culture and pretending that they’re brand new,” she said.

stitchwith @dear.aneeqa

The incidents serve as a warning to brands to reevaluate their source material before heading into production.

What do you think of the situation?

Comment by VRG GRL: "Hi darling, thanks for bringing this to our attention. We had similar earrings for styling, and many girls asked where to purchase them, so we sourced them."

VRG GRL issues an apology, promising to avoid offending or appropriating cultures and to improve their practices. The post received 2,953 likes and was posted six days ago

Recently, a surge of outrage has broken out on TikTok within the South Asian community. The bulk of it began when a staff member from Bipty Fashion Rentals posted a video reviewing wedding guest outfits.#

stitchwith @Bipty | Fashion Rental 💙 no hate or anything but like calling it european is unbalanced like this is just funny 😭 😭 😭 # desi#southasian#browngirl#

Although the original video has since been removed, plenty of TikTok stitches still show snippets of the reviews. The team member is shown referring to Desi style garments, like a dupatta, as “European effortlessly chic” and “so European”.#

A number of South Asian creators responded to the original video, poking fun at the “European effortlessly chic” remarks, and creating explainers to educate Bipty and other viewers. The rest are sick of the disregard for Desi influences.#

Now, Australian brand VRG GRL has fired up South Asian creators again with the release of jewellery that features traditional Desi jhumka designs. This time, the description on the product reads that it “will give abohemian luxe feelto any outfit”. No mentions of the inspiration in sight.#

“You’re stealing and you’re not even giving any reference to where you’re stealing from,” fashion creator Aneeqa said.#

stitchwith @dear.aneeqa#

The incidents serve as a warning to brands to reevaluate their source material before heading into production.#

What do you think of the situation?#