After the tragic incident of George Floyd’s death in America, people all around the world are protesting against racism and are demanding justice.
The “Black Lives Matter” movement is gaining momentum across many countries countries including Canada, America, Sweden, England where a number of peaceful demonstrations were also held.
As tension continues to grow around the world, one of the leading Pakistani fashion brands Elan recently released it latest photoshoot which features the presence of an Africans model. The idea behind using the model was to communicate the message of acceptance and racial harmony
Have a look at their photoshoot below!
The photoshoot was met with major backlash from the moment it was revealed on their social media accounts and was labelled as racist and offensive by many.
While most users pointed out how inappropriate it is to use black models as props, many also stated that they did not expect a leading brand to be ‘tone deaf’ specially in during this time.
One of the Twitteratis posted:
#elan this is racist content. It isn’t celebrating anyone or anything except being #tonedeaf and #racist #GerorgeFloyd #BlackLivesMatter.
#elan this is racist content. It isn’t celebrating anyone or anything except being #tonedeaf and #racist #GerorgeFloyd #BlackLivesMatter pic.twitter.com/nwuhKIwtvK
— Anam (@Anam_A) June 2, 2020
Another user lashed out at the brand for blocking their followers after receiving criticism. She wrote:
@elantweets is a #racist brand that deletes & blocks any and all critism on their shady af behavior. #elan #khadijahshah how the fuck is the dark skinned equals of this woman!?How are you not being racist? How are you celebrating em? #ICantBreathe #GerorgeFloyd #BlackLivesMatter.
@elantweets is a #racist brand that deletes & blocks any and all critism on their shady af behavior. #elan #khadijahshah how the fuck is the dark skinned equals of this woman!?How are you not being racist? How are you celebrating em? #ICantBreathe #GerorgeFloyd #BlackLivesMatter pic.twitter.com/etQCqTDCnM
— Anam (@Anam_A) June 2, 2020
One of their followers also commented:
Why would you fetishise race in this way? This is ridiculous, please find some other not to blatantly racist way of promoting your product.
Another shared his opinion and wrote:
I agree with Elan that their new shoot isn’t really ‘promoting racism’ but I also agree that’s it’s a complete dick move to release a photoshoot featuring a black model amid George Floyd protests. FFS this is not the time to bandwagon.
I agree with Elan that their new shoot isn't really 'promoting racism' but I also agree that's it's a complete dick move to release a photoshoot featuring a black model amid George Floyd protests. FFS this is not the time to bandwagon #GeorgeFloyd #elan pic.twitter.com/a8jiV63sMp
— Rafay Mahmood (@Rafay_Mahmood) June 2, 2020
However, there were also a number of netizens who supported the brand and said that it is not trying to promote racism but it is just a multi-cultural photoshoot.
One tweeted:
I don’t think this is cultural appropriation. Just a multi-ethnic glamorous couple in a lawn shoot.
Yes, our brand’s usually get it wrong and tend to be cringingly racist. This isn’t one of those times.
I don’t think this is cultural appropriation. Just a multi-ethnic glamorous couple in a lawn shoot.
Yes, our brand’s usually get it wrong and tend to be cringingly racist. This isn’t one of those times.#Elan #ElanLawnSS20 @khadijah_shah pic.twitter.com/Xw5NLwmzmn— Maliha Rehman (@MalihaRehman) June 2, 2020
Another wrote:
I find the Elan Lawn issue funny.
bunch of people screaming online because there was a black man used as a model. the mere fact that he was black infuriated us… Why? What are you even protesting? just a confused psuedo liberal stance. #elan
I find the Elan Lawn issue funny.
bunch of people screaming online because there was a black man used as a model. the mere fact that he was black infuriated us… Why? What are you even protesting?
just a confused psuedo liberal stance. #elan
— Ayesha Zahid (@grandpazombie) June 2, 2020
Another posted:
So confused about what #Elan suddenly needs to learn here. I can’t fathom why a particular model is making people so uncomfortable. Would audience automatically assume same intent if the model was desi? Can we please stop confusing internalized bigotry with discomfort…
So confused about what #Elan suddenly needs to learn here. I can’t fathom why a particular model is making people so uncomfortable. Would audience automatically assume same intent if the model was desi? Can we please stop confusing internalized bigotry with discomfort…
— EmanB (@bluntbabble) June 3, 2020
Amidst the heated debate on social media, the brand finally broke the silence and defended their photoshoot.
The creative director and designer of Elan posted a series of tweets in which she stated that the campaign only gives the message of acceptance and racial harmony.
She tweeted:
The Elan campaign gives out a message of acceptance and racial harmony. We show an interracial couple discovering an island in Africa.The island itself has been ravaged by terrorism in recent years, and bringing the focus back on its beauty will prove to be beneficial for locals.
She also added:
Our friends from Lamu eagerly follow and see this campaign unfold. Pls do not disrespect them by making insensitive comments and throwing terms about which actually make them feel objectified. I feel ashamed that they had to witness such sentiments over pictures they are part of.
Read her tweets below!
Our friends from Lamu eagerly follow and see this campaign unfold. Pls do not disrespect them by making insensitive comments and throwing terms about which actually make them feel objectified. I feel ashamed that they had to witness such sentiments over pictures they are part of.
— khadijah shah (@khadijah_shah) June 2, 2020
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