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Indo Chic describes a western fashion trend that extracts elements of South Asian fashion and accessories, including the bindi, tikka and henna, and styles them alongside Western fashion items. Indo Chic became popular again in 2013, and those who wore the style faced accusations of ‘cultural appropriation’ by communities of South Asian diasporic (desi) people. This article interrogates the contemporary iteration of Indo Chic, examining how the trend is represented, consumed, and subsequently critiqued in online spaces by desis. Through a critical discourse analysis of two online spheres of culture, Tumblr ‘shame blogs’ (youarenotdesi.tumblr.com and basicswearingbindis.tumblr.com) and the multiplatform hashtag #reclaimthebindi, this article argues that Indo Chic is an incendiary phenomenon that motivated global networks of desi people to engage in online activism and in doing so, build community and seek social change.

Critiquing cultural appropriation, building community: desi online activism on Tumblr shame blogs and #reclaimthebindi