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The Great Indian Rebrand: Why the West Is Just Catching On

The Great Indian Rebrand: Why the West Is Just Catching On

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 Prada Kolhapuris are trending. But why does something rooted in South Asian culture only become “fashionable” once it hits a Western runway? And when did basmati rice bags become designer? Dilpreet and Suhayla unpack the mixed feelings around cultural validation, from luxury takes on everyday items to oil massages rebranded as TikTok wellness rituals. Is it appreciation, appropriation or just capitalism? Plus, why Ed Sheeran’s Sapphire feels like collaboration done right, and why Coldplay and Beyoncé didn’t get the same love.

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