Designers Slam ‘Scandinavian Scarf’ Trend
As it gains traction in Western fashion circles, South Asian designers and influencers are pushing back — saying it’s our good old ‘dupatta’ being rebranded by European influencers as a ‘Scandinavian scarf,’ prompting accusations of cultural appropriation
Over the last month, an article of clothing called the Scandinavian scarf has had South Asians screaming “cultural appropriation” all over social media.
The ‘Scandinavian scarf’ started trending on TikTok when European content creators championed a long scarf-like item of apparel that can be worn with any attire. It was initially paired with a blouse and a long skirt, and later started appearing with gowns too. As the hashtag made its way to other social media platforms, South Asian influencers were quick to point out that the scarf was nothing but a ‘dupatta,’ which has been an integral part of South Asian women’s attire for centuries. The digital creators called out their European counterparts for not acknowledging its origins and branding it as a revolution in the fashion industry.
For example, a digital creator named Aaina Pahwa wrote: “Let’s be honest, we all know it’s a dupatta. This ‘Scandinavian scarf’ is giving centuries-old South Asian elegance a new name — but we see right through it. It’s wild to me that this is now a “trend” when we’ve been wearing it for years.”
Roots must be honoured
Fashion designer Purvi Doshi says the crux of the controversy is that the source culture is being ignored. “As an Indian fashion designer deeply rooted in South Asian textile heritage, I view this trend as a clear case of cultural appropriation. When a garment like the dupatta, which has been a staple of South Asian identity for centuries — carrying religious, cultural, and emotional significance, is suddenly rebranded by a Western lens as a ‘Scandinavian scarf,’ it’s not just fashion, it’s erasure,” she says.
Doshi adds that while it is okay to exchange culture, it is necessary that the roots are honoured. “The issue isn’t about global inspiration, fashion is meant to be shared, celebrated, and evolved. The problem arises when the source culture is ignored or erased in the process of rebranding. When South Asian people wear dupattas, they are often stereotyped or exoticized. But when the same garment is worn under a trendy Western label, it’s seen as avant-garde or minimalist. That double standard is what defines appropriation — it’s not appreciation unless there’s acknowledgment,” says the fashion designer, who owns a sustainable and cruelty-free high fashion brand.
“Our crafts, weaves, and forms, whether it’s the dupatta, sari, or kurta, carry centuries of history, labour, and identity. Renaming them without credit not only strips them of their origin but also profits off a cultural legacy while excluding the people who created it. Respectful cultural exchange involves honouring the roots, crediting the traditions, and including the voices of the communities they come from. Anything less turns culture into a costume,” she adds.
Designer Venkat Gaddam echoes Doshi’s sentiments. “As a South Asian designer, I see the ‘Scandinavian scarf’ trend as cultural appropriation. When Western fashion renames our heritage to fit its aesthetic, it erases the cultural context and the people behind it.”
