In March 2021, Tory Burch faced a second cultural-appropriation backlash over a jumper that closely resembled the traditional fisherman's garment of Póvoa de Varzim, a coastal municipality in northern Portugal. The piece was initially marketed by the brand as a 'Baja-inspired tunic,' linking it to Baja California rather than to the Portuguese fishing community whose distinctive knitwear it appeared to echo. Images circulated online, prompting criticism from Portuguese users and the mayor of Póvoa de Varzim. Burch apologized publicly and changed the product description to 'Póvoa de Varzim-inspired sweater,' but the controversy escalated when the Portuguese government announced plans to seek legal action and compensation in defense of the locality's cultural heritage. The sweater was subsequently removed from Burch's website, and in November 2021 the municipality announced that an out-of-court settlement had been reached. The affair demonstrated how quickly a supposedly global, eclectic fashion reference can become a national dispute over recognition, ownership, and the commercial exploitation of community traditions.
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AI concept artworkArchive Record · 2020s
The Póvoa de Varzim Sweater Dispute and Portugal's Threat of Legal Action
Tory Burch / 2020s
In March 2021, Tory Burch faced a second cultural-appropriation backlash over a jumper that closely resembled the traditional fisherman's garment of Póvoa de Varzim, a coastal municipality in northern Portugal. The piece was initially marketed by the brand as a 'Baja-inspired tunic,' linking it to Baja California rather than to the Portuguese fishing community whose distinctive knitwear it appeared to echo. Images circulated online, prompting criticism from Portuguese users and the mayor of Póvoa de Varzim. Burch apologized publicly and changed the product description to 'Póvoa de Varzim-inspired sweater,' but the controversy escalated when the Portuguese government announced plans to seek legal action and compensation in defense of the locality's cultural heritage. The sweater was subsequently removed from Burch's website, and in November 2021 the municipality announced that an out-of-court settlement had been reached. The affair demonstrated how quickly a supposedly global, eclectic fashion reference can become a national dispute over recognition, ownership, and the commercial exploitation of community traditions.
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