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    Posted June 11, 2014 by
    Irvine, California

    Roberto Cavalli's misuse of a sacred Sufi symbol sets off the global #takeoffjustlogo campaign

    The sacred Sufi emblem of M.T.O. Shahmaghsoudi School of Islamic Sufism, a 1400 year old school, includes both sacred Quranic texts and also symbolizes an open heart, harmony, peace, love and unity.

    However Roberto Cavalli - in his “Just Cavalli” fashion line - suggests it symbolizes a “snake bite”, reflecting Original Sin. This diametrically opposes the reality of the emblem's true meaning and purpose.

    With the emblem being near and dear to the students’ hearts, Cavalli’s misappropriation has created an enormous uproar in the Sufi community.

    This has led to global demonstrations against Roberto Cavalli's unauthorized and unethical misuse of their internationally trademarked religious emblem.

    Demonstrations have been held in Dallas, London, Los Angeles, New York, Washington, DC and Dusseldorf. Other demonstrations are planned for Houston, Orange County, Paris, Chicago and Vancouver within the coming month alone.

    Aptly analogized by a student as a painting originally created by and signed by a member of one's family, symbolizing “life"; the painting is thereafter stolen, with the thief claiming to be the true creator of this artwork.

    To continue with the analogy, imagine that this individual is a “pro-choice” advocate, and claims this painting represents “abortion” - and by natural extension, “death”.

    In such an instance, would the true artist not defend against these untruths? Would not his family - who know the reality of the painting's meaning?

    They would stand up and intercede these lies, protecting the pure nature of the truth, and indeed the creator of the piece.

    They would not stand idly by as the world becomes accustomed to the new ascribed meaning of an original artwork; they would make transparent the clear lies of the self-aggrandizing fraud.

    They would point to the signature, explaining to anyone who is willing to listen, that this could not be the creation of any other, but only that of its true creator.

    With no uncertainty Cavalli’s relentless silence in misappropriating and misrepresenting this sacred Sufi emblem is not only disrespectful to the Sufi faith and its global community, but his actions are in violation of trademark law.

    The campaign's global efforts started on Twitter and Facebook and have expanded to a full website, blogs, change.org petition and a number of impressive Youtube videos, which aim to explain the source of the campaign and the significance of the emblem.

    Change.org Petition
    French BlogSpot



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