MatchesFashion apologises and removes swimming shorts depicting Hindu Gods

UK-based fashion retailer MatchesFashion has apologised and removed a pair of swimming shorts which featured Hindu Gods. The swimming shorts were called 'highly inappropriate' by Rajan Ved, president, Universal Society of Hinduism.

 

Ved thanked MatchesFashion for understanding the concerns of the Hindu community and suggested that MatchesFashion and other fashion companies should send their senior executives for training in religious and cultural sensitivity so that they had an understanding of the feelings of customers and communities when introducing new products or launching advertising campaigns. 

 

A statement from Zed added that many Hindu deities displayed on these shorts were highly revered in Hinduism and were meant to be worshipped in temples or home shrines and not to adorn one’s thighs, hips, groin, buttocks, genitals and pelvis. 

 

Paul Watson, menswear head - communications, MatchesFashion, said, "We have removed the item from the site and furthermore we have circulated your email directly to our buying team to make them aware of such sensitivities moving forward. We trust this meets with your approval and apologise for any offence caused. This was not intentional.”

 

The swim shorts were priced at US$273 and were part of MatchesFashion's Amiri.