Luxury brand Elan has drawn ire of social media for its latest campaign featuring a Nigerian model Gabriel Fords. The brand is being called out for monetizing the ongoing Black Lives Matter movement in the US and globally by using a ‘black model as a prop’ alongside Mushk Kaleem.
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An effervescent design with intricate dori stitches illustrating grand floral bouquets reminiscent of Central Asian tapestries. 'Kesi' rendered in a vivid tangerine with striking ivory and ebony silk thread adornment, it's accompanied by our hand woven, two toned dupatta with gold tribal motifs, a completing this bold and exotic look. KESI Code:EL20-13B Élan Lawn 2020 – coming soon Photographer @nfkphotography Hair & Makeup: @katiecousinsmakeup Jewellery: @allurebymht #Elan #Elanofficial #ElanLawn2020 #Elawn #ElanLandsInLamu #GottaHaveit #Lawn #LawnSeason #Unstitched #Summer #QuintessentiallyElan #khadijahshah
“Wow, this picture is extremely tone-deaf, even more so in the light on things going around in the world,” Express Tribune quoted a social media 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,” another was quoted.
While Elan has remained mum over the backlash, model Mushk Kaleem came in to defend the brand.
“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,” said the 25-year old model while speaking to the leading publication.
“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,” the model added.