United Colours of Benetton has launched a “unisex hijab” in collaboration with Italian rapper of Tunisian origin, Ghali Amdouni.
The so-called “unisex hijab” is made in stretch fabric with a multicolour monogram print. A small print on the left side combines the Benetton logo with Ghali’s G. This accessory belongs to the “United Colors of Ghali” capsule collection, created by Ghali.
“The hijab is a unique garment that I wanted very much,” the rapper said, according to the Daily Mail . “There was no resistance from the company to include it in the collection.”
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The colours are the basics — black, red, green and yellow — and the headscarves are currently priced at £29.95
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Muslim men and women are required to observe modesty in their dress and behaviour. But the hijab is a headscarf worn only by Muslim women. As a result, the product has received backlash from the Muslim community on social media platforms.
“Dear Benetton, please don’t use words like ‘hijab’ when it’s a balaclava. The hijab is not just a piece of fabric it’s a lifestyle and it comes with it’s own criteria. Show it some respect please,” tweeted Dutch-Moroccan Senior Digital Producer, Boutaïna Azzabi Ezzaouia.
Dear @benetton please don’t use words like ‘hijab’ when it’s a balaclava. The hijab is not just a piece of fabric it’s a lifestyle and it comes with it’s own criteria. Show it some respect please. pic.twitter.com/6uDwToBhbw
— Boutaïna Azzabi Ezzaouia (@Boutaina) November 17, 2021
She rightly mentioned the difference between a balaclava and a hijab, stating it’s more appropriate to market it using the right term. Hijab is not just a piece of fabric, it’s a lifestyle.
A balaclava is a close-fitting garment covering the whole head and neck except for parts of the face.
This is not the first time United Colors of Benetton, an Italy-based brand, seems to have fallen for cultural appropriation. Many Benetton advertisement campaigns have ended with controversy.
Without a true understanding of a certain culture, cultural appreciation can easily turn into cultural appropriation. There are many examples of cultural appropriation, easily visible in the fashion industry.
