Re: Trend talk: Chloe Nour x Uniformed

I was distressed to see in the latest Asos newsletter a white woman wearing an oriental style shirt. It is not a traditional cheongsam, as it is symmetrical but given it's motifs, button closures and collars it is blatantly obvious what it is trying to emulate. Or rather, what culture it is trying to incite and exploit. I'm half Asian and like many this has always made me feel a little impure in my identity but it is genuinely irritating when the same girls who made me feel subordinate then steal something and appropriate that culture. More than that, I am sick and tired of these festival trend reports and images of girls at Coachella beamed across Instagram glorifying something which is unconscionable.

"Hey all, in your latest Trend Talk for Australian customers you feature Chloe Nour, a girl who's not mixed or ethnically Chinese wearing a shirt in the style of a cheongsam. While I acknowledge that what she is wearing is not a traditional item of clothing I do find it upsetting as someone who is biracial that you seem to urge your online community to engage in cultural appropriation and something which is exploitative. You don't identify what she is wearing, and indeed seem to side-step the issue entirely, but the fact that these photos have still come to light is unsettling. 

I ask that you consider  taking these images down, or re-shooting with Chloe Nour in order to maintain that interview and content for readers. Or at the very least do not allow such content to come to light in future. While I do not take any issue with someone who does represent that culture wearing a particular item of clothing (i.e. a Desi women wearing a bindi for example), it is increasingly common that consumers are exploiting culture and religion for commerce. I like many other young woman are alarmed by the practice, and consciously avoid those who do not address it in all its insidious forms. I look forward to reading your response."


edit: here's the response I got:

"Hello Adele,
Thanks for getting in touch.

Please be rest assured we didn't mean to cause any offence, and thank you for your feedback.

I've now passed this to the relevant team to look into, as we take situations like this very seriously here at ASOS - I'll be back in touch ASAP. In the meantime, I hope you have a lovely day, and if you have any questions, please let me know – I’ll be happy to help.

Best wishes, Lucy"

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