Swimwear brand features images of Hindu deities on bikinis

Case Summary
Sahara Ray Swim, a swimwear brand owned by Sahara Ray, sparked outrage for featuring images of Hindu deities on its "Aura Collection 2022" swimwear line. The collection, primarily consisting of thongs and micro string tops, drew widespread criticism for its disrespect toward Hindu religious symbols. Social media users shared images of the swimwear. A Twitter user questioned the brand’s intentions, saying, “In the name of aesthetics, they are using Hindu Gods as prints on Bikini Bottoms & Tops… Why don’t they try putting Jesus as their aesthetic design?” Another remarked that using Hindu deities for fashion is offensive, urging the brand to stop profiting off religion. The backlash intensified as Sahara Ray Swim turned its Instagram handle private and blocked users questioning the collection. Twitter user Madhur Singh noted that after disabling comments, the brand continued posting images of the contentious designs, which many viewed as dismissive of the criticism. Prominent voices labelled the act as disrespectful.Hindu IT Cell stated it had taken legal cognisance of the matter, calling the act “absolutely derogatory and defamatory” toward Hindu ideals and promising to proceed with legal action.
Why it is Hate Crime ?
This case is being added to the primary category 'Attack on Hindu religious representations' under the sub-category 'Iconoclastic representations of Hindu Gods/Goddesses'. An icon is a symbol of someone or something that is revered, or a religious representation of a spiritual ideal. Iconography is of vital significance in the Hindu milieu. It helps connect people’s spiritual beliefs with the real world. Iconography within the Hindu faith takes several shapes and forms. Murtis are of most significance to Hindus, to which daily rituals, prayers and offerings are done. Besides the murtis, there are several other symbols which have deep significance in the Hindu faith – the Om and Swastika for example. Any iconoclastic representation of these symbols, images and murtis is an affront to the religious beliefs and faith of the Hindu community itself since the symbols and icons are deeply religious in nature. In this sub-category of crime, we would record hate crimes and iconoclastic representations, in words, art, or any other form of representations of symbols that hold religious significance for the Hindu community. Since these symbols, icons and murtis are central to the Hindu faith, any iconoclastic representation of these symbols is born out of animosity towards the faith itself, manifesting itself through these symbols and therefore, these representations would be considered religiously motivated hated crimes. In this case, the brand put the images of Hindu deities on intimate apparel such as the bikini. Any iconoclastic representation of symbols of faith, images and murtis is an affront to the religious beliefs and faith of the Hindu community itself since the symbols and icons are deeply religious in nature. Deities are the paramount representation of the Hindu faith and to put images of the deities on articles such as intimate clothes disrespects and desecrates the sanctity attached to deities. This case is, therefore, being documented as a religiously motivated hate crime.

Case Status
Unknown

Perpetrators Details
Perpetrators
Others
Perpetrators Range
N/A
Perpetrators Gender
unknown