Head & Shoulders is being called out for cultural appropriation over their "English braid"
12 April 2019, 17:10
"Can you explain why you've referred to this hairstyle as an 'English braid', please? These look like cornrows/canerows - an ancient traditional African style of hair grooming."
Head & Shoulders are being accused of cultural appropriation for calling what appeared to be cornrows (or canerows) an "English braid".
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The style was featured in HELLO! magazine in collaboration with The Braid Bar – a hair salon in London, UK – and was in celebration of FIFA Women's World Cup, which kicks off in June.
In the photo, the model sported three slim braids, which were intended to represent the three lions. Urging supporters of the event to "braid it like Beckham", the idea was that football fans would head to The Braid Bar for the hairstyle, similar to the tragic look English footballer David Beckham wore back in 2003.
Hi @hellomag. Can you explain why you've referred to this hairstyle as an 'English braid', please? These look like cornrows/canerows - an ancient traditional African style of hair grooming. There's concern that this 'rebranding' is cultural appropriation. CC: @FA @headshouldersuk pic.twitter.com/WjcuXbGnK4
— Nadine White (@Nadine_Writes) April 9, 2019
However, the braids looked exactly like cornrows, which is a traditional hairstyle for people of African and Caribbean descent that dates back to 3000 BC.
Journalist Nadine White spotted an advert for the hairstyle and posted it on Twitter, pointing out how it could be seen as offensive.
She tweeted: "Hi @hellomag. Can you explain why you've referred to this hairstyle as an 'English braid', please? These look like cornrows/canerows - an ancient traditional African style of hair grooming. There's concern that this 'rebranding' is cultural appropriation."
Soon, others noticed the post and called out Head & Shoulders too.
Presenting the eNgLiSH BRaiD 💁🏼♀️😂 https://t.co/NARXA7vji8 via @MetroUK
— Emma Dabiri (@EmmaDabiri) April 11, 2019
How white does your company have to be to come up w something this dumb https://t.co/0qkA7wCyDs
— oaty milk (@oatmilk6) April 11, 2019
That's so wrong! ENGLISH BRAID? SHAME ON THEM
— Booklove Multicultural Travelling Book Carnival (@thisisbooklove) April 9, 2019
what the heck is an English braid....lol https://t.co/72bdFpNF2O
— Make your voice count! (@RealNightQueen) April 11, 2019
Bollocks head and shoulders no exactly what they doing. "Everybody wants to be black but nobody wants to be black". In the famous words of @PaulEalyMooney
— Nadine Layne (@BadBitch211) April 10, 2019
I knew it would come back to haunt me 🙄 pic.twitter.com/HpuNTIzgib
— Darrel Blake (@Darrel__Blake) April 11, 2019
Later, Nadine shared that she had been contacted by a spokesperson who said they would review the name of the hairstyle.
She tweeted: "A @headshouldersuk spokesperson has told me that, further to complaint, the brand is reviewing the name of this hairstyle. 'It would never be our intention to undermine any existing cultural hair heritage with the naming of this style,' they said."
The hair grooming company also provided a statement to The Independent, which read: "It has three braids on the scalp to signify the three Lions on the England football shirt, the three braids can be worn in any preferred braid style.
"Head & Shoulders is encouraging fans to wear the braid to show their support for the English Women’s Football Team this summer.
"Head & Shoulders did not intend to undermine any existing cultural hair heritage with the naming of this style, it was designed to enable fans to show their support for the team, we are reviewing the name."
Meanwhile, a spokesperson from The Braid Bar added: "Head & Shoulders briefed The Braid Bar to create a design that can be styled on all hair types to show a healthy scalp which is the core benefit of Head & Shoulders.
"The braid will be used to encourage support for the English Women’s Football Team this summer."