Kim Kardashian’s Vogue India Cover Is Already Sparking Controversy
Kim Kardashian has appeared on the cover of Vogue India’s March 2018 edition, with the caption Why are 160 million people obsessed with her? We find out. The controversy comes as Vogue India and Kim Kardashian are being accused of ‘whitewashing’ and ‘cultural appropriation’ by South Asian women.
We haven’t read the Vogue India cover story on Kim Kardashian, but we‘ll be commenting on the reaction people online have of the cover. The general consensus is that the fashion shoots are beautiful, while on the other hand people are disappointed that Vogue India didn’t choose a South Asian woman.
Why is Kim Kardashian on the cover of Vogue India?
India has millions of Kim Kardashian fans
Vogue India wouldn’t do a cover story on Kim Kardashian for no reason. They would have conducted research into their market to find out if their readers would like a cover story on her. And yes, they discovered that a large portion of their readership are interested in Kim Kardashian…perhaps 160 million people as stated on the cover? These would be “Kim Kardashian” fans in India that follow her on social media, stream her television shows or buy her products.
A seed for the future
The Vogue India cover story feels like a PR campaign by the Kardashians. After conquering the West, the Kardashian empire has it’s sights on the East. Reading reports from The Hindustan Times and The Tribune, there isn’t much content related to India in her Vogue India cover story. She spoke mainly about her family, husband, TV show and entrepreneurship. According to Bollywood Life she wants to bring her show Keeping Up With The Kardashians to India.
“I told my show that we have to figure out how to get to India.” — Kim Kardashian
South Asian fashion statement
Kim Kardashian is featured in Vogue India wearing an almond-hued silk lehenga set by designer Anita Dongre. The lehenga is a long, embroidered and pleated Indian skirt. Kim Kardashian’s fashion for this cover story showcases the latest trend: a blend of traditional detailing with modern styling. We have to admit, she looks stunning & spectacular.
We recently covered South Asian Fashion Week and loved the passion the founders had for wanting to share South Asian fashion with the world. They encouraged people from all backgrounds to explore & wear South Asian fashion. It seems like Kim Kardashian is doing exactly that in Vogue India, so should we be appreciative & understanding?
“The saris, the jewellery, the clothes — everything was so beautiful.” — Kim Kardashian
What are people saying online?
We believe the negative response isn’t so much that a non-Indian is on the cover, but because it’s Kim Kardashian. Controversy is in her DNA: some examples from her resume include a sex tape, a show featuring her entire family, a highly-public wedding & sudden divorce, and a billion-dollar mobile game. As a fame & money minded Western celebrity, perhaps Indian women are afraid of the effect she’ll have on young Indian girls? Do they not want her coming to India, causing controversy and pushing her brand onto the masses?
Perhaps the reaction would have been different if it was Rihanna or Lupita Nyong’o? This isn’t the first time Vogue India featured a Kardashian on their cover. After a similar controversy around Kendall Jenner’s Vogue India cover, Vogue India responded:
“In the last 10 years, Vogue India has had only 12 international covers, including Kendall Jenner, in 2017. Therefore, statistically, 90% of our covers are Indian! And we are proud of that. India has given the world so many beautiful faces to admire. After all, we are Vogue, an international brand, and we want to give the love back by featuring some of the best international celebrities on our covers. Occasionally!”
It certainly does feel like the controversy and backlash is due to Kim Kardashian, and not actually “whitewashing” or “cultural appropriation.” Furthermore, there were women online defending Vogue India & Kim Kardashian.
Both sides have reasonable arguments. It’s a complex issue that many people will disagree on. One thing is for sure: we won’t be surprised if Keeping Up With The Kardashians arrives on Indian television screens in the near future. Maybe they’ll rename it to Kardashistan.
Let us know your thoughts about Kim Kardashian’s Vogue India cover in the comments below! We read & respond to every comment.
Thanks for reading The Brown League! We are the voice of the next generation of South Asian youth from around the world.
