Global fashion magazine Vogue is facing intense online backlash after using the term “cloud bob” to describe a hairstyle widely recognized as an Afro, sparking accusations of cultural appropriation and erasure.
The controversy erupted after a recent Vogue beauty feature showcased natural hairstyles and included images of Afros (one notably worn by actress Tracee Ellis Ross) while referring to the look as a ‘cloud bob,’ a phrase critics say attempts to rebrand a historically Black hairstyle without acknowledging its origins.
In the now-viral feature, Vogue described voluminous natural hair textures as part of a new beauty trend, labelling the style a “cloud bob.”
While the publication aimed to highlight natural hair aesthetics, the terminology quickly drew criticism across social media platforms.
Many users argued that the Afro, a hairstyle deeply rooted in Black identity, culture, and political history, was being repackaged under a new name that stripped it of its cultural significance.
The Afro has long been associated with the Black pride and civil rights movements of the 1960s and 1970s, symbolising resistance, identity, and cultural expression.
The backlash was swift and widespread, with users on X, TikTok, and Reddit accusing Vogue of cultural insensitivity.
Many pointed out that this is not the first time fashion media has renamed Black hairstyles.
Past controversies have included cornrows being rebranded as ‘boxer braids,’ and other natural styles being reframed in ways critics say erase their origins.
At the centre of the debate is a broader conversation about cultural appropriation in the fashion and beauty industry.
The Afro, in particular, carries significant historical weight. It became a symbol of pride during the civil rights era, representing natural Black beauty at a time when Eurocentric beauty standards dominated global media.
Following widespread criticism on social media accusing the magazine of cultural appropriation and erasure, Vogue reportedly edited the original beauty feature and removed or replaced the controversial “cloud bob” terminology in updated versions of the article.
The stylist linked to the feature has also reportedly distanced themselves from the controversy, though the debate continues to gain traction online.
Fashion commentators note that while editorial experimentation with language is common in the industry, sensitivity around cultural identity has become increasingly important in recent years.
This incident adds to a growing list of controversies involving global fashion brands and publications accused of cultural appropriation.
