Fast Fashion's Cultural Insensitivity: Influencer Calls Out Peppermayo

Fast Fashion's Cultural Appropriation: A Brown Influencer's Perspective Australia-based social media influencer Kriti Gupta (@kritieow) recently criticized fast fashion brand Peppermayo for what she considers cultural insensitivity. In a video posted on May 29th, 2025, Gupta discussed how brands often appropriate elements of South Asian culture without proper understanding or respect. She points out that the brand's attempt to collaborate with her to promote a dress felt like an insult, given the brand's history. "Forever being treated as ugly and undesirable, and yet you’ll cherry-pick and whitewash our culture." Gupta stated. Her video has garnered significant attention, highlighting the ongoing debate about ethical practices in the fashion industry. This incident underscores the need for brands to engage more thoughtfully with diverse cultures and to prioritize respectful representation. The incident serves as a reminder of the importance of cultural sensitivity in the fashion industry and the power of social media in holding brands accountable.