Elan's latest campaign sparks debate on racism

While some, including Elan's team, defended the campaign, many are pointing out the bad timing and how it doesn't seem very inclusive

Images Staff

04 Jun, 2020

Another day, another case of a Pakistani fashion brand's campaign raising eyebrows on social media.

We'd say it's 2020 and people still don't understand... but then... it's 2020. Are we even surprised anymore?

The culprit this time around is Elan and their latest lawn shoot featuring Mushk Kaleem and Kenyan model Gabu Fords.

While photographed in Janurary and released in March, the campaign came under fire when the pictures were brought back by the brand during these troubling times and started making the rounds on Instagram and Twitter.

Elan's Khadijah Shah and campaign model Mushk Kaleem immediately shared their statements on the matter.

A photo posted by Instagram (@instagram) on Mar 22, 2015 at 11:21am PDT

"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," wrote Shah.

However, when people started asking whether the male model was modeling Elan clothing or not that the argument of how inappropriate this is became clearer.

It was not just Gabu Ford's pictures that had people upset though.

Some photos from the campaign showed a model clad in Elan in a market in Kenya while Kenyans served as a backdrop, something similar to what a few designers have previously done and been slammed for. The conversation goes beyond cultural appropriation and using black folks and their culture as an aesthetic.

Many took to Twitter to share what they thought and it included both outrage and acceptance - though mostly outrage as people also explained how the execution may have missed the mark and what made it even more problematic included the resharing of the campaign when many countries like USA, Britain, New Zealand and Japan are protesting against police brutality against black people.

The brand was called out for the campaign being in poor taste and bad execution.

While there were those who saw it as inclusivity...

People explained how that's not the case

At all

Many shared what's wrong with it

Especially in this current climate

Like...

Comments

Vijay B. Jun 04, 2020 03:25pm

Recommend

Zahir Rahimtoola Jun 04, 2020 04:58pm

Way to go @khadijah_shah don’t be bothered or deterred by the naysayers. You have always led from the front; a true trendsetter of the Pakistan fashion industry. More power to you.

Faisal Jun 04, 2020 05:22pm

There is shortage of Pakistani male models or are they not good looking? Why every one is using donkeys in their compaigns? It is not Pakistan national animal. Shame on Elan...very cheap advertising. No one will buy their products.

Danish Jun 04, 2020 07:59pm

its funny when our citizens who are racist at their core whether mohajis, sindhi, and others talk about race. Who are they fooling?

Nazir Gilani Jun 04, 2020 10:06pm

They thought they were being inclusive.

Furrukh Rao Jun 04, 2020 11:33pm

Farigh Awam looking for Gori Bahu and commenting on Elan.

Laila Jun 05, 2020 05:45am

I don't understand this. When Elan doesn't make mens wear why the male model? And why not feature local female Kenyan models mixed with our Pakistani models? No big deal. Just a bit weird.

Sarah Jun 05, 2020 02:53pm

I think it would be better and far more sincere if pakistani brands hired dark skinned pakistani models which are usually sidelined in favour of fair skinned models.