The turbans sold for about $800 a piece. Critics say the turban is a significant part of the Sikh religion, not a fashion statement. According to NBCNEWS:
“The turban is not just a fashion accessory to monetize, but a religious article of faith that millions of Sikhs around the world view as sacred,” the Sikh Coalition, an advocacy organization, said in a statement to NBC News.
In the past when the luxury Italian brand appropriated marginalized groups, they were apologetic and made a promise to the public to do better. In a Twitter post they wrote:
“Gucci deeply apologizes for the offense caused by the wool balaclava jumper,” the company said in a statement shared to Twitter. “We consider diversity to be a fundamental value to be fully upheld, respected, and at the forefront of every decision we make.” The statement continued: “We are fully committed to increasing the diversity throughout our organization and turning this incident into a powerful learning moment for the Gucci team and beyond.”