Abstract
Cultural appropriation—a complex convergence of capitalist, racist, and colonial structures—is embedded in popular brands such as Urban Outfitters, a U.S.-based multinational lifestyle retail corporation. Through an innovative blend of participatory visual research, augmented reality (AR) technology, and theoretical frameworks informed by intersectional feminism and postcolonial theory, I expose cultural appropriation by Urban Outfitters in the rebranding of the Palestinian scarf and the unauthorized use of the Navajo Nation tribe's name and design. Concerning intersectionality, belonging, objectification, and neocolonialism, the study reveals university complicity in cultural appropriation intertwined with systemic inequalities. The essay culminates with a call to action, advocating for the broader application of participatory visual research and AR technology to challenge social injustices, thereby enriching the discourse on cultural appreciation, equity, and justice.
