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Despite the ubiquity of cross-cultural adoption, some instances have generated public outcry as alleged forms of exploitative appropriation rather than affirmative appreciation. Careful, complex consideration of contentious instances of cultural adoption is especially important in postcolonial societies characterised by ingrained power imbalances that can lead to both exploitative, offensive instances of cultural appropriation and overblown accusations of such. For this purpose, we agree with theorists, Richard Rogers and James Young, that it is imperative to avoid treating cultural adoption as a unified phenomenon and to find complex analytical models that unpack its various forms. However, since in principle no such model can be flawless, we add a complementary heuristic to these, developed from eight components of the complex ethical concept of “otherness.” This may further help cultural theorists, media practitioners and others justify “workable” (contextually sensitive, temporally located and revisable) assessments regarding whether complex instances of cultural adoption should be condoned or challenged. We discuss the eight components of otherness, indicating how each may be applied, in a critical consideration of the cultural adoption involved when the international fashion house Louis Vuitton created an expensive fashion range inspired by the Basotho blanket.

The Complex Ethical Concept of “Otherness” as a Heuristic for Thinking through Cultural Adoption