it’s coachella season again, which means my culture is trending—just not from the people it belongs to which is just an annual reminder that if you rename something, triple the price, and put it on the right person, it magically becomes fashion.
they call it boho
every year at coachella
like it wasn’t already named
a bindi
now a “third eye accessory”
dupattas
rebranded as
“scandinavian scarves”
kolhapuris
but make it prada
jumkas
sorry—
ralph lauren earrings now
and suddenly
everything i grew up with
is trending
just not from us
you’ll pay triple
for the rebrand
the rename
the aesthetic
but not a rupee more
to the hands
that made it first
it happens every year
culture
but only when it’s
profitable
















