KARACHI: Amid global outrage against racism, Pakistani luxury brand, Elan, has come under fire for promoting a problematic narrative around racism.
The clothing brand shared a few pictures of their new campaign where famed model Mushk Kaleem could be seen posing in various poses. A particular picture caught the attention of social media users where the model could be seen with a black model.
https://www.instagram.com/p/CA5yfIAg6rG/
Instagram users were quick to point out that the brand was in fact not highlighting racism but using the issue of racism to promote a product
"Why would you fetishise race in this way?! This is ridiculous, please find some other not to blatantly racist way of promoting your products," a user shared on the Insta post.
Many lashed out at the brand for posting the aforementioned campaign at the wrong time.
"Wow. You guys are quick, making the most out of the situation in the USA," added another.
"Wow, this picture is extremely tone-deaf, even more so in the light on things going around in the world," said one more user.
Several other users shared alike thoughts.
The outrage on Twitter was not very different.
"I honestly can’t understand how Elan thought it would be appropriate to post this. Marketing your outfit is not more important than racism lol," said a user.
I honestly can’t understand how Elan thought it would be appropriate to post this. Marketing your outfit is not more important than racism lol pic.twitter.com/8mHaAJttMt
— Rabeeya (@rsbreeezy) June 2, 2020
Why are Pakistani brands so incredibly tone-deaf? Really using black people as props for their photos to sell their lawn collection when there is an entire movement going on in the US at the same time," shared another
https://twitter.com/lightermachis/status/1267654179419500545?s=21
However, others couldn't really understand the hoo-ha surrounding the campaign.
"I don’t even understand. People calling out elan for having black people in their shoot is a bigger issue. A white or Asian man would have been alright but he isn’t?" a user wrote, adding, "Suddenly they’re using him as a prop just because he’s black? What is wrong with y’all. They’re professional people and doing their job. stop discrimination!"
Another mirrored the thoughts and wrote, "What’s with all the criticism? I’m genuinely confused. How is Elan being inclusive and hiring a black model and capturing him as an equal as the other model in the photo a bad thing?"
She added, "There could easily have been another race model in the photo and it would be the same portrayal. I don’t see anything offensive in the photograph? But I could be wrong and if I’m missing out on a perspective, I’d love to be educated."
Mushk told The Express Tribune that she was puzzled as to why Elan campaigned was being compared to another brand, which had a similar outcry.
"I don’t understand the criticism and I’ve tried really hard. First of all, what makes you think that my fellow colleague is being used as a prop? And why is this being compared to another brand’s campaign? Let me tell you all something, now that I have woken up to this negativity, I feel like I’ll have to express my opinion," she told us.
PHOTO: MUSHK KALEEM/INSTAGRAMClarifying the situation, the 25-year-old model added, "The male model, Gabriel Fords, is a Nigerian model who was paid in full and was under contract with us for the duration of time he was working. The campaign is about a modern-day interracial couple. I really don’t understand what makes you all think that my fellow model, is being used as a prop?"
Mushk urged people to see the entire campaign. "He’s standing side by my side! In some pictures that are yet to be released, he’s even standing in front of me."
PHOTO: MUSHK KALEEM/INSTAGRAMTalking about the outfits the male model has donned, Mushk revealed, "The outfits that Gabriel is wearing, are native to Lamu, a village in Kenya, where such flamboyant, colourful prints are part of their heritage and their culture."
The model concluded by saying that the brand was "very careful about giving him the proper credits, and not using him as a prop."
Regardless of the campaign having its heart in the right place, the timing of its release makes one question if the brand really did think it through and didn't just jump on a bandwagon.
Race riots in the United States
America has literally been under fire, as protests against the killing of an African-American man from Minneapolis, George Floyd, erupt across the country. The video of the incident has sparked rekindled the ‘Black Lives Matter’ movement, which works against violence and systemic racism against the community.
While the protests turned violent in major states, many celebs have also taken to social media to pledge their support. However, not all of them have played it safe: some even showed up on the streets to take an active part. From the likes of Ariana Grande to Halsey, some of the famous faces have, too, been marching alongside the public in honour of Floyd.
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