Raising awareness or a turban commodified?
A few days ago, Kenneth Cole unveiled one of his new ads on a wall of Rockefeller Center in New York City. The model is, surprisingly, a sardar.
Most Sikhs will be (and should be) proud to see a sardar breaking into an industry that traditionally has narrow ideas of beauty, desirability, or glamour… most of which don’t encompass the features -facial hair and turbans – that identify many Sikh men.
This ad is a breakthrough. Perhaps that’s what motivated the designer.
I’ve heard Kenneth Cole is socially conscious and apparently he uses his brand as a platform for campaigns on AIDS awareness, human rights, and alleviating urban poverty. (Even if the effectiveness of such a strategy is questionable, the motivation and effort should be appreciated.)
Maybe the ad is a reaction to national conversation that divides ‘us’ against ‘them’/the ‘other’ (reiterated in Monday’s State of the Union Address). Maybe it’s a visual trying to show that ‘us’ and ‘them’ are not so easily definable or distinguishable, breaking stereotypes of who ‘us’ and ‘them’ are. In that case, it’ll be an opportunity for many people to learn who Sikhs are and maybe break some stereotypes in the process. But in trying to break some stereotypes, is Kenneth Cole reinforcing others (the exoticism of the ‘other’)?
Something else makes me uncomfortable about this ad. Is something that’s supposed to be a symbol of high ideals, if not sacred itself (a sardar’s appearance), being commodified? If it is, is it inevitable that everything will one day be commodified?
I don’t think a Sikh male model goes this far, and every individual should be free to pursue whatever occupation they desire- but this ad raises a question- would it be ok for something sacred to be bought and sold? (Again, I don’t think this ad has gone this far- this particular ad is a breakthrough because it’s a first of its kind- but it sparked the question.)
Banana Republic’s winter line this year had houndstooth scarves, coats and hats that bore an eerie resemblance to the kuffiyeh, the Palestinian support scarf. It was close enough that a Palestinian friend asked a stranger wearing the scarf whether she was Palestinian (even though she wasn’t wearing it in the traditional style). When the scarf wearer said no, the Palestinian girl was confused, taken aback, and slightly insulted that the kuffiyeh was meaningless to this girl. But, maybe it’s not intrinsically a bad thing for a symbol to be diluted- it might just be inevitable, and neither great nor horrible.
Now, I have no delusions that people are going to start wearing turbans for style. And I don’t think that Sikhs being conspicuous in industries like modeling or Hollywood dilutes the symbolism of the turban as directly as the kuffiyeh has been diluted, if it does at all. But in entertainment (I include modeling in this), it might still be worth questioning just what is being bought and sold.
[Picture courtesy: SikhSwim ]
95 Responses to “Raising awareness or a turban commodified?”
Reema-
By your statement "Sikhs being conspicuous in industries like modeling", just for clarification, are you indicating you believe that all Sikhs that take part in the modeling industry are automatically conspicuous? Once again, I am just asking your opinion to clarify the sentence for myself.
Reema-
By your statement “Sikhs being conspicuous in industries like modeling”, just for clarification, are you indicating you believe that all Sikhs that take part in the modeling industry are automatically conspicuous? Once again, I am just asking your opinion to clarify the sentence for myself.
Thumbs up for Kenneth Cole.
This is not about promoting a fashion trend or anything of the sort, the campaign "we all walk in different shoes". Well done Kenneth for being innovative and fresh with ideas!
I am a turbaned Sikh and we have a lack of power in the media so for someone like Kenneth Cole to risk his own capital for an awareness of the Turban and beard is excellent to see. Some people have said it is an attempt to commodify the turban. I beg to differ.
The hair and turban is a sign of royalty, its a shame this new generation do not understand its significance. Good to see sardars on the billboards.
Whilst it's nice to see a turban wearing Sikh "breaking mainstream" I wonder if we have taken this pursuit of social acceptance too far. Just a question as this is something I'm grappling with myself.
Should we as Sikhs be trying to fit in to mainstream society or should we be questioning the basis for mainstream society? Should we stand independantly and question its 'values'.
I think you're right to raise questions about the 'commodification of the dastar'. Is Kenneth Cole capitalising on "difference", or does he intend to promote things for what they truely stand for. Though he is promoting tolerance and co-existence.
um… ramble ramble… but interesting post – raises interesting thoughts about contemporary 'issues' facing the Sikh Diaspora.
Whilst it’s nice to see a turban wearing Sikh “breaking mainstream” I wonder if we have taken this pursuit of social acceptance too far. Just a question as this is something I’m grappling with myself.
Should we as Sikhs be trying to fit in to mainstream society or should we be questioning the basis for mainstream society? Should we stand independantly and question its ‘values’.
I think you’re right to raise questions about the ‘commodification of the dastar’. Is Kenneth Cole capitalising on “difference”, or does he intend to promote things for what they truely stand for. Though he is promoting tolerance and co-existence.
um… ramble ramble… but interesting post – raises interesting thoughts about contemporary ‘issues’ facing the Sikh Diaspora.
Some more info about the campaign and the model…
This world-wide ad campaign is for Kenneth Cole’s 20th anniversary, and the focus is on the fact that “we all walk in different shoes.” Kenneth Cole has a long history of supporting socially conscious initiatives, including the AWARENESS campaign focused on AIDS and homelessness. Along with Sonny [Singh], the other “models” were selected for the adversity that they face in their day to day life (e.g., two Muslim sisters who escaped Taliban Afghanistan, a blond model who is HIV-positive, etc.). They will be launching a website in the coming weeks that features a video interview with each model, along with their story. This will obviously bring tremendous visibility to our community and hopefully move us closer to breaking the stereotypes we work so hard every day to counter. The attached pictures are of a 20-foot board outside the Kenneth Cole store in Rockefeller Center (49th and 5th). Similar posters and billboards should be popping up in the coming months. [SikhSwim]
Some more info about the campaign and the model…
This world-wide ad campaign is for Kenneth Cole’s 20th anniversary, and the focus is on the fact that “we all walk in different shoes.” Kenneth Cole has a long history of supporting socially conscious initiatives, including the AWARENESS campaign focused on AIDS and homelessness. Along with Sonny [Singh], the other “models” were selected for the adversity that they face in their day to day life (e.g., two Muslim sisters who escaped Taliban Afghanistan, a blond model who is HIV-positive, etc.). They will be launching a website in the coming weeks that features a video interview with each model, along with their story. This will obviously bring tremendous visibility to our community and hopefully move us closer to breaking the stereotypes we work so hard every day to counter. The attached pictures are of a 20-foot board outside the Kenneth Cole store in Rockefeller Center (49th and 5th). Similar posters and billboards should be popping up in the coming months. [SikhSwim]
Thumbs up for Kenneth Cole.
This is not about promoting a fashion trend or anything of the sort, the campaign “we all walk in different shoes”. Well done Kenneth for being innovative and fresh with ideas!
I am a turbaned Sikh and we have a lack of power in the media so for someone like Kenneth Cole to risk his own capital for an awareness of the Turban and beard is excellent to see. Some people have said it is an attempt to commodify the turban. I beg to differ.
The hair and turban is a sign of royalty, its a shame this new generation do not understand its significance. Good to see sardars on the billboards.
I think it's great that Kenneth Cole did this ad. Media is a form of education, and Sikhs need more exposure. I hope these billboards will be seen in middle america too, and other states where our identity is ignorant to people. Many years ago I remember seeing Vikram Chatwal in Vogue magazine, doing a spread with a blonde model and wearing a Turban. I was excited and thought this is a great opportunity to educate people, but instead I was dissapointed. I saw that Chatwal only wore his turban when it suited him (or got him a modelling job), and most of the time he was walking around in NYC with his hair in a pony tail. However, I have much respect for Waris Ahluwalia, since he appears to be true to himself and who is who as a person.
(This was a great article from awhile back : http://news.bbc.co.uk/2/hi/south_asia/3127855.stm…
I think it’s great that Kenneth Cole did this ad. Media is a form of education, and Sikhs need more exposure. I hope these billboards will be seen in middle america too, and other states where our identity is ignorant to people. Many years ago I remember seeing Vikram Chatwal in Vogue magazine, doing a spread with a blonde model and wearing a Turban. I was excited and thought this is a great opportunity to educate people, but instead I was dissapointed. I saw that Chatwal only wore his turban when it suited him (or got him a modelling job), and most of the time he was walking around in NYC with his hair in a pony tail. However, I have much respect for Waris Ahluwalia, since he appears to be true to himself and who is who as a person.
(This was a great article from awhile back : http://news.bbc.co.uk/2/hi/south_asia/3127855.stm)
I remember when the email was sent out recruiting sardars for this ad, so I'm happy to see the final product. I like the way it was done and I don't think it brings any less meaning to the turban simply because it's put up on a billboard. To me, this is similar to the "Mr. Singh International" competition done in Punjab where sardars are put in the spotlight and the goal is to ultimately bring a sense of pride to the youth.
By the way… there was a recent trend where turbans were seen on the catwalk (the actual turbans seemed to only be slightly inspired by traditional ones) but I do remember the trend… and it didn't last.
I remember when the email was sent out recruiting sardars for this ad, so I’m happy to see the final product. I like the way it was done and I don’t think it brings any less meaning to the turban simply because it’s put up on a billboard. To me, this is similar to the “Mr. Singh International” competition done in Punjab where sardars are put in the spotlight and the goal is to ultimately bring a sense of pride to the youth.
By the way… there was a recent trend where turbans were seen on the catwalk (the actual turbans seemed to only be slightly inspired by traditional ones) but I do remember the trend… and it didn’t last.
Come on you guys! There is a turban wearing guy on a billboard! We should be excited not sulking. This guy looks young, hip, fresh and like part of the crowd. BUT HE'S A SIKH!
Mad respect to Kenneth Cole. I know i'll be spending some more money at their stores.
I love this post! Good looking Sardar brother on a Rochester Wall. I am proud and elated to see that. This is awesome. I will buy Kenneth Cole shoes just for that. If anyone else wants to go shopping in San diego. Give me a holler!
I love this post! Good looking Sardar brother on a Rochester Wall. I am proud and elated to see that. This is awesome. I will buy Kenneth Cole shoes just for that. If anyone else wants to go shopping in San diego. Give me a holler!
I think this is just great! I think for sikhs it shows that being a sardar can be stylish and we don't need to 'blend' in. And I think for non-sikhs it brings awareness to them about our identity and what sikhs stand for and how we differ (and are the same) as others.
I think this is just great! I think for sikhs it shows that being a sardar can be stylish and we don’t need to ‘blend’ in. And I think for non-sikhs it brings awareness to them about our identity and what sikhs stand for and how we differ (and are the same) as others.
While most seem to be happy about the presentation, I will take a contrarian position. The uncut hair (in this case the beard) and the dastar are Khalsa icons. While on a sociological level, there may be reasons to think 'we made it,' or we are 'stylish,' going back to Reema's point, do we want these gifts of our Dashmesh Pita to be commodified by a consumerist media? Are the 'bug-glasses' and name-branding also ways of 'domesticating' the Khalsa? If today we are 'stylish' and 'in-fashion,' do the gifts of our Guru become 'out-of-fashion' next year at Paris' determination?
While most seem to be happy about the presentation, I will take a contrarian position. The uncut hair (in this case the beard) and the dastar are Khalsa icons. While on a sociological level, there may be reasons to think ‘we made it,’ or we are ‘stylish,’ going back to Reema’s point, do we want these gifts of our Dashmesh Pita to be commodified by a consumerist media? Are the ‘bug-glasses’ and name-branding also ways of ‘domesticating’ the Khalsa? If today we are ‘stylish’ and ‘in-fashion,’ do the gifts of our Guru become ‘out-of-fashion’ next year at Paris’ determination?
Nicole,
You got it- I meant that sardars are automatically conspicuous in modeling and entertainment when they're in front of the camera as opposed to behind the camera, because of their appearance and under-representation in these industries (at least in front of the camera).
'Person'- I don't think I've misunderstood the symbolism of the pagri at all. I think we may have different understandings of the phenomenon of commodification. It's not the sardar modeling that troubles me, it's the society in which he works, in which EVERYTHING is commodified, combined with my respect for precisely what the pagri symbolizes that troubles me.
This isn't an either or situation- it doesn't have to be the case that either this is good for our community OR it's bad for our community. I acknowledge and wholeheartedly embrace that the exposure this provides is good for our community.
However, I think we need to step back and look at the context in which this takes place. As I said in the post, commodification seems to be inevitable. I just hope that we remain aware that there are consequences- that when people see the billboard, they don't know and appreciate the history, meaning, and symbolism of the pagri. They see the image, and buy the product. The image is now tied to Kenneth Cole. If this is inevitable, then there's really nothing anyone can do…except maybe take note of what's happening.
This will only be troubling if you think commodification is troubling. There may be many people who have no objections to being or wanting to be commodified. I personally think that some things are beyond the marketplace.
Nicole,
You got it- I meant that sardars are automatically conspicuous in modeling and entertainment when they’re in front of the camera as opposed to behind the camera, because of their appearance and under-representation in these industries (at least in front of the camera).
‘Person’- I don’t think I’ve misunderstood the symbolism of the pagri at all. I think we may have different understandings of the phenomenon of commodification. It’s not the sardar modeling that troubles me, it’s the society in which he works, in which EVERYTHING is commodified, combined with my respect for precisely what the pagri symbolizes that troubles me.
This isn’t an either or situation- it doesn’t have to be the case that either this is good for our community OR it’s bad for our community. I acknowledge and wholeheartedly embrace that the exposure this provides is good for our community.
However, I think we need to step back and look at the context in which this takes place. As I said in the post, commodification seems to be inevitable. I just hope that we remain aware that there are consequences- that when people see the billboard, they don’t know and appreciate the history, meaning, and symbolism of the pagri. They see the image, and buy the product. The image is now tied to Kenneth Cole. If this is inevitable, then there’s really nothing anyone can do…except maybe take note of what’s happening.
This will only be troubling if you think commodification is troubling. There may be many people who have no objections to being or wanting to be commodified. I personally think that some things are beyond the marketplace.
hey hey hey, hahahahahahahah this is great we are mending together this is all i like to see. boom!!!!!!!!!!!!!!!!!!!!!!! Stop being so uptight, and relax and enjoy thy will. 2008 and on will ring in a new way of living in this bliss of universe. Do not forget we all are in the last age. i luv u all. I know no one take our freedom away unless we hand it away. so be the sharpest and lets finish our destinys, onward singh, onward……… thx har har thy's….
hey hey hey, hahahahahahahah this is great we are mending together this is all i like to see. boom!!!!!!!!!!!!!!!!!!!!!!! Stop being so uptight, and relax and enjoy thy will. 2008 and on will ring in a new way of living in this bliss of universe. Do not forget we all are in the last age. i luv u all. I know no one take our freedom away unless we hand it away. so be the sharpest and lets finish our destinys, onward singh, onward……… thx har har thy’s….
I think this is great. Sikhs complain when we do not get opportunities to present ourselves in the "mainstream" and for once we have a Sikh man who proudly wears a turban and is in the spotlight, we are asking if the turban is being commodiefied. Come on people. Go to India and look at how many Sikh models you see on the billboards with turbans and beards??? remember many or just a handful. Take this as a positive and roll with it. He is not on the billboard with a glass of alcohol and a cigar in his hand.
I think this is great. Sikhs complain when we do not get opportunities to present ourselves in the “mainstream” and for once we have a Sikh man who proudly wears a turban and is in the spotlight, we are asking if the turban is being commodiefied. Come on people. Go to India and look at how many Sikh models you see on the billboards with turbans and beards??? remember many or just a handful. Take this as a positive and roll with it. He is not on the billboard with a glass of alcohol and a cigar in his hand.
Come on you guys! There is a turban wearing guy on a billboard! We should be excited not sulking. This guy looks young, hip, fresh and like part of the crowd. BUT HE’S A SIKH!
Mad respect to Kenneth Cole. I know i’ll be spending some more money at their stores.
Yes!! Today Kenneth Cole, tomorrow Martha Stewart Clothes. "Raj Karega Khalsa" brought to you by your friends at Coca-Cola. Drink Coke!
Yes!! Today Kenneth Cole, tomorrow Martha Stewart Clothes. “Raj Karega Khalsa” brought to you by your friends at Coca-Cola. Drink Coke!
Regardless of the bigger issue that I believe Reema was trying to make (and in fact to which I agree), certain greater exposure is in fact maybe the lesser of the evils.
This just out of nearby NEW JERSEY
Woman charged with trying to rip turban off Sikh man's head
http://www.nj.com/hudsoncountynow/index.ssf/2008/…
While the woman's act may have been that of an individual, the feeling is pervasive. Here was the FIRST comment made about the article and incident
Regardless of the bigger issue that I believe Reema was trying to make (and in fact to which I agree), certain greater exposure is in fact maybe the lesser of the evils.
This just out of nearby NEW JERSEY
Woman charged with trying to rip turban off Sikh man’s head
http://www.nj.com/hudsoncountynow/index.ssf/2008/01/woman_charged_with_trying_to_r.html
While the woman’s act may have been that of an individual, the feeling is pervasive. Here was the FIRST comment made about the article and incident
whats wrong with people….enjoy it for what it is…A sardar modelling for KC…simple. why do we always have to complain and analyse and then just kill the mood. That is our biggest problem as a people, race, religion, nation…we just cant accept somebody doing well or infact doing something…
Props to Kennth cole, Props to the model, and props to whoever thought of it. I wear KC Shoes and use his briefcase etc and NOW I will make a point of supporting him even more and I too am a sardar and I too have my beard trimmed and I am very very excitide by this.
WAY TO GO>>>>>
whats wrong with people….enjoy it for what it is…A sardar modelling for KC…simple. why do we always have to complain and analyse and then just kill the mood. That is our biggest problem as a people, race, religion, nation…we just cant accept somebody doing well or infact doing something…
Props to Kennth cole, Props to the model, and props to whoever thought of it. I wear KC Shoes and use his briefcase etc and NOW I will make a point of supporting him even more and I too am a sardar and I too have my beard trimmed and I am very very excitide by this.
WAY TO GO>>>>>
echoing Param's sentiments, enjoy it guys. this is so cool. some of us are over analysing. please no.
good job Kenneth Cole, we like it.
echoing Param’s sentiments, enjoy it guys. this is so cool. some of us are over analysing. please no.
good job Kenneth Cole, we like it.
Absolutely this is a 'breakthrough'for a Sikh male.And I totally agree with you Reema Ji.We can just keep a note of it.
Absolutely this is a ‘breakthrough’for a Sikh male.And I totally agree with you Reema Ji.We can just keep a note of it.
Great job Kenneth Cole, the message We All Walk in Different Shoes, showing a sikh model is great idea and awareness in modern world, do not worry about some narrowminded and jealous comments written by some, I like it and its a great billboard, great job sardar bhaji you are looking very handsome and dashing, keep it up, thanks Kenneth Cole
Great job Kenneth Cole, the message We All Walk in Different Shoes, showing a sikh model is great idea and awareness in modern world, do not worry about some narrowminded and jealous comments written by some, I like it and its a great billboard, great job sardar bhaji you are looking very handsome and dashing, keep it up, thanks Kenneth Cole
There was a comment above about Kenneth Cole "risking his own capital" in presenting this campain. Kenneth Cole is risking nothing. He is already established. If this campain doesn't make him money something else will :oP
But seriously, great post. It's opened up an interesting 'debate'. Would urge people to lose the 'emotion' and engage in the conversation rationally to try and extract as much out of it as possible rather than using the article to let off steam.
There was a comment above about Kenneth Cole “risking his own capital” in presenting this campain. Kenneth Cole is risking nothing. He is already established. If this campain doesn’t make him money something else will :oP
But seriously, great post. It’s opened up an interesting ‘debate’. Would urge people to lose the ’emotion’ and engage in the conversation rationally to try and extract as much out of it as possible rather than using the article to let off steam.
I actually love Kenneth Cole's history of using advertising as a platform for public discourse and tolerance. I don't think this is "commodification" in a tokenistic sense — this ad heightens awareness and normalizes Sikhi in the U.S. I think it is 100% a good thing for Sikhs to be considered part of the mainstream — on their own terms. To be able to do so as a sardar is phenomenal. This also provides a sense of a role model for literally hundreds of Sikh kids out there who are told that they are not American or that they are not equal by virtue of their religious identity.
I do think, however, that it's interesting that Sikhi is presented in very gendered ways. I would love to see an ad with a sardar and sardarni rocking out.
I actually love Kenneth Cole’s history of using advertising as a platform for public discourse and tolerance. I don’t think this is “commodification” in a tokenistic sense — this ad heightens awareness and normalizes Sikhi in the U.S. I think it is 100% a good thing for Sikhs to be considered part of the mainstream — on their own terms. To be able to do so as a sardar is phenomenal. This also provides a sense of a role model for literally hundreds of Sikh kids out there who are told that they are not American or that they are not equal by virtue of their religious identity.
I do think, however, that it’s interesting that Sikhi is presented in very gendered ways. I would love to see an ad with a sardar and sardarni rocking out.
I see a beautiful man in an advert. Because I'm curious, I ask questions, and learn. Those who are not, won't. Consumerist media, disrespect for the traditions and sacred nature of the mans' beliefs, dilution thereof, narrowmindedness or ignorance about them – these, I do not see in the picture.
It's a picture. Someone a very long time ago said "Beauty is in the eye of the beholder." Seems to me all that other stuff is too.
I see a beautiful man in an advert. Because I’m curious, I ask questions, and learn. Those who are not, won’t. Consumerist media, disrespect for the traditions and sacred nature of the mans’ beliefs, dilution thereof, narrowmindedness or ignorance about them – these, I do not see in the picture.
It’s a picture. Someone a very long time ago said “Beauty is in the eye of the beholder.” Seems to me all that other stuff is too.
well, if THIS commodifies a sardar's appearance, then i don't even know what to say about commercials in India featuring sardars…especially the ones that sell things like atta and cars (look, a sikh punjabi farmer/truck driver says we should buy this atta/vehicle!).
no. because very few people would respond to a fashion billboard in that way. further, most people won't know the theme of the campaign (which might lead to an "other" classification), and if they did, they'd probably also be sophisticated enough to know that Cole is trying to raise awareness rather that categorize as "other." you might be reading way too much into this.
an appearance can only be commodified if there is something of value behind the appearance. for instance, if a candy billboard featured an Oompa Loompa, that image is a commodity because oompa loompa's are associated with damn good candy and rivers of chocolate. also, par my example above, the appearance of a sardar might be associated with farming and hearty vehicles, hence their use in such ad campaigns. However, here, there is no such association. thus, there is no commodification. first, people have to know who a sardar is, what a sardar is, before the mere appearance of one can be associated with anything. we're not even CLOSE to that. indeed, with most people, a sardar is associated with terrorism. so, if anything, PRAISE JESUS for this ad – maybe when i board an airplane, people will automatically associate me with middle tier fashion and nice dress shoes rather than fantasize about how they'd take me down if i tried something.
well, if THIS commodifies a sardar’s appearance, then i don’t even know what to say about commercials in India featuring sardars…especially the ones that sell things like atta and cars (look, a sikh punjabi farmer/truck driver says we should buy this atta/vehicle!).
no. because very few people would respond to a fashion billboard in that way. further, most people won’t know the theme of the campaign (which might lead to an “other” classification), and if they did, they’d probably also be sophisticated enough to know that Cole is trying to raise awareness rather that categorize as “other.” you might be reading way too much into this.
an appearance can only be commodified if there is something of value behind the appearance. for instance, if a candy billboard featured an Oompa Loompa, that image is a commodity because oompa loompa’s are associated with damn good candy and rivers of chocolate. also, par my example above, the appearance of a sardar might be associated with farming and hearty vehicles, hence their use in such ad campaigns. However, here, there is no such association. thus, there is no commodification. first, people have to know who a sardar is, what a sardar is, before the mere appearance of one can be associated with anything. we’re not even CLOSE to that. indeed, with most people, a sardar is associated with terrorism. so, if anything, PRAISE JESUS for this ad – maybe when i board an airplane, people will automatically associate me with middle tier fashion and nice dress shoes rather than fantasize about how they’d take me down if i tried something.
i wud jus like to say tht kenneth cole has done the right thing and has bought sikhs a step forward in the world…
Raj Karega Khalsa
i wud jus like to say tht kenneth cole has done the right thing and has bought sikhs a step forward in the world…
Raj Karega Khalsa
Come on mate! I mean thanks for letting us know about the ad. A step in the right direction. HSBC Bank also has a sardar in their marketing poster in New York and internally.
Are not karas being sold by street vendors and the Cross of Christ sold in Jewelry shops? So what.
I would by a dastar that has the 'Polo' logo stiched at the end. It would be cool.
Come on mate! I mean thanks for letting us know about the ad. A step in the right direction. HSBC Bank also has a sardar in their marketing poster in New York and internally.
Are not karas being sold by street vendors and the Cross of Christ sold in Jewelry shops? So what.
I would by a dastar that has the ‘Polo’ logo stiched at the end. It would be cool.
i might get rocks thrown at me for saying this- but i continue to think that religious symbols, whether in india, the vatican or tokyo- were not originally meant to represent images, products, or even ideas to be sold. the fact that they are all on the marketplace today is a quirk of modern society. no, i'm not recommending we go back in time, just making an observation. (go ahead, throw rocks.)
sizzle- the 'thing of value' behind the appearance is the kenneth cole brand name and all associated products. much like that delicious chocolate sold by an oopma loompa.
but i don't want to take away from kenneth cole, this model, or other well-intentioned campaigns.
long live kenneth cole…
i might get rocks thrown at me for saying this- but i continue to think that religious symbols, whether in india, the vatican or tokyo- were not originally meant to represent images, products, or even ideas to be sold. the fact that they are all on the marketplace today is a quirk of modern society. no, i’m not recommending we go back in time, just making an observation. (go ahead, throw rocks.)
sizzle- the ‘thing of value’ behind the appearance is the kenneth cole brand name and all associated products. much like that delicious chocolate sold by an oopma loompa.
but i don’t want to take away from kenneth cole, this model, or other well-intentioned campaigns.
long live kenneth cole…
Dont foret the Burberry turban man …
Dont foret the Burberry turban man …
reema, can you explain how a turbaned-model makes the turban 'commidified'? unless they're selling pugs… this doesn't really make sense.
reema, can you explain how a turbaned-model makes the turban ‘commidified’? unless they’re selling pugs… this doesn’t really make sense.
Sonny Speaks on the Kenneth Cole website.
Sonny Speaks on the Kenneth Cole website.
Is it really the case that something "sacred" is being sold? No, it's nice shoes. The Sikh philosophy is not being sold here.
Moreover, simply using someone in an ad is not immediately entirely objectifying–as does often happen with female figures for instance. This ad is direct, no nonsense, done with some dignity, and presumably agency on the part of Sonny himself. shabash.
The fact that a sexy sardar is being used to sell the shoes will surely help to bring Sikhs into mainstream awareness. I agree with above who said we need Sikh women in the picture too!
Is it really the case that something “sacred” is being sold? No, it’s nice shoes. The Sikh philosophy is not being sold here.
Moreover, simply using someone in an ad is not immediately entirely objectifying–as does often happen with female figures for instance. This ad is direct, no nonsense, done with some dignity, and presumably agency on the part of Sonny himself. shabash.
The fact that a sexy sardar is being used to sell the shoes will surely help to bring Sikhs into mainstream awareness. I agree with above who said we need Sikh women in the picture too!