Lawn campaigns are a big deal in Pakistan and all designers go above and beyond to come up with eye-catching ones. However, some times, the campaigns come under fire for being controversial. This year, Élan was on the receiving end of backlash and criticism for being racist because it featured an African model, which people thought was being used as a prop.
Following social media outrage, Élan’s creative head and CEO Khadijah Shah took to social media to explain the campaign and the concept behind it.
“It’s heartening to see that we stand against racism and cultural misappropriation, but at the same time we must know what these terms mean,” wrote the designer on social media. Shah then proceeded to define the terms ‘cultural appropriation’ and ‘racism’ and explained how they do not apply to Élan’s campaign.
Khadijah then requested everyone criticising the campaign not to disrespect their friends from Lamu by passing insensitive comments.
She also explained why donkeys were part of some of the pictures.
“As for those finding the image with the donkeys offensive; donkeys are beloved in Lamu,” wrote Khadijah. “They are taken care of and the only mode of transportation. In our country not only do we treat donkeys badly we also use it as a term to insult others.”
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The designer also shared that the brand has featured both male and female models in their previous campaigns and there has never been any such criticism.
Meanwhile, model Mushk Kaleem, who featured in the campaign, said that beauty, equality, love and acceptance have no skin tones.
“This Élan’s campaign is so close to my heart and with its launch, it is extremely sad to see all the negativity that is pouring in,” wrote Mushk.
“Posing alongside me, in this stunning campaign is my beautiful friend, who I had an excellent time working with, and who I also learnt a lot from – Gabriel Fords.”
“Unfortunately, many people are speaking about how the male model is being used as a prop or an accessory. Why is that so?” she questioned.
Kaleem added, “This campaign is a celebration and a declaration of love, of equality, of acceptance, of tolerance – of cultures and heritages without any borders and boundaries.”
“Gabriel Fords, who is as much a vital part of this campaign as I am, is not a prop or an accessory. This entire shoot screams inclusivity. It is about bridging cultures, about educating people about the normalcy of an interracial love.”
“I’m very proud to be part of this campaign,” concluded the model.
Earlier in 2018, Sana Safinaz had come under fire for its racist representation of the Masai Mara people. They later issued a clarification and said that their campaign aimed to celebrate the beautiful Masai culture.
