A couple of decades back, people did not recognize the Sikh turban. Sporting a turban could get one killed. The same happened with Balbir Singh Sodhi, a gas station owner who was shot on 15th September 2001 in Mesa, Ariz., after his murderer mistook him for a Muslim.
The turban is a precious symbol gifted by the Sikh gurus. It represents the identity of Sikh men, and they wear it with confidence and a deep sense of pride. Recently, there has been a noticeable shift in attitudes, especially when you observe a new generation of Sikh men. They have defied societal expectations and established their own unique place in the world simply by embracing their "differentness."
The scenario has changed significantly. Wearing a head cover, and a turban, by males can now take them to great heights in the men’s fashion arena. This is exactly what happened with Sandeep Singh ‘Sonny’ Caberwal in 2008. Just a decade ago, he was making a point about diversity in the modelling for men’s clothing landscape.
About Sonny
Mr Caberwal aka Sonny was raised in the rural town of Ashboro, North Carolina, where he grew up as the son of a physician, proudly adorning a turban since his early years. Hailing from Punjab, India, his family holds strong roots in their homeland. A notable aspect of Mr Caberwal's appearance is his uncut hair, a tradition followed by all Sikh men since 1699. To maintain reverence for his hair, he ensures it remains covered by a skull cap and turban at all times. At some point in the past, the renowned fashion designer Kenneth Cole, renowned for his clothing brand, conceived a groundbreaking advertising campaign centred around shattering stereotypes while promoting his apparel line.
Seeking a male Sikh model who was born and raised in America, possessed a high level of education, and possessed excellent communication skills, Mr Cole engaged a casting agency for the task. However, the typical channels for finding suitable candidates failed to yield any promising prospects. Determined to fulfil the campaign's vision, the agency resorted to reaching out to national Sikh rights organizations, and it was through this outreach that Mr Caberwal first caught wind of Kenneth Cole's search for a model.
Sikh model
Mr Caberwal, in an interview, said, "People think Sikhs are fundamentalist, outside the mainstream of society, or immigrants or something is wrong with them. Kenneth Cole wanted to represent the fabric of American culture. There's a lot of struggle in the United States as to how we perceive people post 9-11. I as much American as anyone else."
He said that all Sikhs understand what it feels like to be harassed, and his brother-in-law has experienced even worse treatment: physical threats, job discrimination, and insults just because people mistake him for being Muslim. Kenneth Cole, who had learned about the challenges faced by Sikhs, wanted to feature a Sikh individual in an advertising campaign to show that Sikhs are regular people who wear fashionable clothes and share common thoughts with others.
He travelled to Washington on Tuesday to speak at a Sikh-American dinner held on Capitol Hill. I mentioned that it was rare to see an advertising agency using religion to promote clothing. We had different opinions on whether Kenneth Cole's campaign had anything to do with faith. He argued that it didn't; instead, it focused on a unique and unconventional "look" that is currently considered different but will become the new norm in a more diverse America.
Mr Caberwal is the first Sikh American to become a role model. He is breaking new ground by showing how Sikhs and other Indians have become a part of American society. Over the years, the representation of Sikhs in modelling as well as movies has been steadily improving through various initiatives that prioritize cultural authenticity and diversity. With the rise of Sikh models and actors in the entertainment industry, there has been a greater effort to showcase their unique identity and religious symbols, such as the turban and beard, with respect and accuracy.
Also, culturally driven initiatives have emerged, encouraging filmmakers and production houses to consult with Sikh community leaders and experts to ensure an authentic representation. These efforts have not only increased visibility but have also promoted understanding and appreciation of Sikh culture among wider audiences. Through these positive steps, the representation of Sikhs in movies is gradually becoming more inclusive, respectful, and reflective of the diversity within society.
*Based on an article by Julia Duin on 13th June 2008