LA Brand Backlash for Selling Saree as ₹26,000 'Maxi Dress'
PUBLISHED Aug 22, 2026, 2:59 PM ET
A California-based fashion label, JW PEI, has sparked outrage for marketing a traditional South Asian saree as a "Botanical Embellished Draped Overlay Maxi Dress," priced at approximately $310. The controversy ignited after a Threads user highlighted the cultural appropriation, pointing out the garment's distinct waist pleats and pallu. Initially, the listing did not acknowledge the saree's origins. Following the backlash, JW PEI renamed the product to "Embellished Saree-Inspired Gown" and updated its description to credit the traditional South Asian garment. Despite this damage control, critics remain vocal, arguing that the rebranding without credit constitutes cultural extraction. This incident mirrors a 2025 controversy involving luxury brand Prada, which faced similar accusations for marketing Kolhapuri chappals without acknowledgment. The situation continues to unfold as the broader fashion industry grapples with ethics and cultural appreciation versus appropriation .
By Michael Grant | JQJO News
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Left: Outrage focuses on cultural exploitation and lack of credit. Center: Coverage reports on the controversy and brand's response. Right: Emphasis may be on brand's right to design.
publication_date: August 22, 2026 trigger_description: Social media user's Threads post called out brand's cultural appropriation. https://www.threads.net
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'That's saree.. it's daylight robbery': American brand called out for selling Indian saree as ‘maxi dress’ for Rs 21,917
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