Spotted: The Controversy Behind the “Ibiza” Aesthetic

The dupatta, a traditional South Asian article of clothing, has been adopted into the mainstream recently by the name “Scandinavian scarf,” much to the South Asian community’s disappointment. Is it a rip-off, or a coincidence?

Photo: mulyacreation/Instagram

The Fashion Stock Market here, your one and only source into the hottest style trends and fashion events. This week, we’re going to be diving deep into a specific kind of style that is super in right now. Some call it Scandinavian fashion; some call it Ibizan; and some call both of these terms out for cultural appropriation. Yes, today we’re discussing everything scarves, sequins, and South Asian fashion. 

A Peppermayo model showing off what is clearly a South Asian inspired cami. 

Photo: Peppermayo

A few months ago, around the time countless college students around the country were planning their spring break outfits, I came across various TikTok carousels and Pinterest moodboards giving the girls outfit inspiration for the club, the bar, and for sunset photos. The title of these posts would be something along the lines of, “What I’d pack for my Miami girls trip,” or, “What I’d wear to go out in Ibiza,” and from there a trend was born: the Ibiza aesthetic. Less because of how locals dress, but because of how the nightlife in Ibiza is unique in its style and aesthetic. Essentially, “Ibiza fashion” is really “Ibiza tourist fashion.” What exactly does this entail? Think chunky gold jewelry, slick backs, dresses and cute sets with dainty scarves, beaded tops and skirts, strappy sandals, and the iconic shell mini purse. Some brands that have really leaned into this trend are Peppermayo and Princess Polly, along with other fast fashion companies. In fact, for a hot minute the most coveted “Ibiza” inspired item of clothing was Peppermayo’s Kamilla sequin cami top, which encapsulates the vibe of the aesthetic and highlights how influential online fast fashion brands have been in spreading the style, with dupes of this top being released by other companies when the Peppermayo one sold out.

Around the same time Ibiza fashion rose in popularity, a similar trend was arising that was also associated with a specific geographic location. This trend originates with the term “Scandinavian scarf,” a dainty accessory that accompanies a blouse or flowy dress. This scarf started a trend with almost identical traits as the Ibiza trend, only differentiated by its name. To be honest, the “Scandinavian trend” has nothing to do with Scandinavian fashion or culture, and it is unclear why this term was created, as numerous Scandinavians claim they have never seen this scarf worn by themselves or others. I believe the term may have come from, again, how tourists like to dress when they visit Europe, specifically Scandinavian countries. The scarf is a classy and effortless edition to the average outfit, elevating it subtly yet significantly. 

Data showing how searches for Scandi fashion have increased and decreased in popularity over the past year. 

When analyzing Scandinavian fashion search interest over the past year, we found that there were five significant weeks of activity between June 2024 and June 2025. The first spike occurred in October 2024, with interest rising sharply to 61 the week of October 20. The second spike occurred in January 2025, suggesting a return of attention due to many people planning trips for spring break in the coming months and/or attending formal events like weddings. The highest search volume (100) occurred in late March 2025, most likely because spring break was taking place and many people were posting their outfits and inspiration. In June, Scandi searches are once again on the rise, with back-to-back values of 21 showing renewed summer interest. This could be indicating the growing popularity of Scandi-inspired summer looks, such as linens, neutrals, and minimalism. The continuous cycle of spike and plateaus points to potential long-term trend adoption.

Despite its clear popularity, netizens found both of these trends oddly similar, which sparked an online discourse about the true origins of the so-called Scandinavian scarf. 

An Ibiza moodboard created on Pinterest showcasing the fashion trend.

Photo: DEGOTESTORE/Pinterest

To be more specific, South Asian women began to critique the terms “Scandinavian scarf” and “Ibiza fashion,” as it became clear that both trends are entirely derived from South Asian fashion. TikTok and Instagram users pointed out that fast fashion was ripping off these traditional styles and renaming them to something more palatable to a wider audience. The Scandinavian scarf ensembles sold on Shein, Zara, and of course Peppermayo are cheap copies of the dupatta or a sharara. This realization was deeply hurtful to this community and to others who have been affected by cultural appropriation. The rebranding of something with such a rich and beautiful history getting recognition over the original is frustrating, especially considering the hard work South Asian designers have done without half the credit these major multi-billion dollar fast fashion companies are getting. 

The Scandi scarf, a highly popular wedding guest dress trend this year. With the recent spike in online searches for Scandi fashion, we can expect many weddings to have guests wearing this style of dress this summer. 

Photo: protosonika/Pinterest

But there are other aspects of Ibiza fashion that are heavily inspired by South Asian fashion, with the average consumer not realizing. The viral Peppermayo top, for example, reflects South Asian fashion’s emphasis on bold colors, beaded and sequined accents, and intricate designs. 

Debates over this issue have been heated. Some fashion lovers claim there is nothing wrong with adopting trends from other cultures; if anything, it’s a good thing and gives people an appreciation for South Asian designs. This argument is frankly flawed, because it neglects one major fact: most people don’t realize what they’re wearing is a cheap rip-off of a traditional South Asian outfit. Instead of transparency in launching collections or even casting Indian and Pakistani models to wear these pieces, the history and cultural significance is erased with words like “boho chic” and “Scandi” being thrown around. 

Honestly, I am so tired of the cultural appropriation versus cultural appreciation argument. If you refuse to acknowledge an entire group of people who have inspired you, how can you claim to have simply taken “inspiration” from them? It's a robbery in plain sight! This is not the first time this has happened, and it definitely won’t be the last, unfortunately (I’m looking at you, Fashion Nova). Mexican, Black, Chinese, and countless other cultures’ fashion has been duped by fast fashion retailers. At this point, they are always at the scene of every fashion crime. The rise of fast fashion and businesses’ need to constantly push out new items leads companies to look to what has previously been ignored or even mocked. Originality cannot exist in inauthenticity. What can we do, dear Fashion Stock Market readers? Well, if you want to participate in this trend, give credit where credit is due; instead of buying your Scandi scarf from Amazon, consider supporting South Asian designers who are selling the same exact product. More often than not, you’ll find their designs will be better quality and cuter anyway! Being intentional with where you shop is so important. If we keep supporting these brands when they continuously rip off traditional clothing, then we will only send the message that they should keep doing it. Be bold and brave, fashionistas. I know you can do it, so be brave and bold, and of course, dress in good taste. I hope you’ll be back for more juicy gossip next week. Until next time, fellow fashion historians. 

XOXO, The Fashion Stock Market