Burberry's 4-yr-old model Sahib Singh wins Internet

British luxury brand Burberry is riding on the success of its recent campaign for its Burberry Children’s Autumn-Winter 2022 collection.

For the ‘Back To School’ kidswear collection, the brand picked a four-year-old Sikh child model, Sahib Singh. Within minutes, his pictures went viral and the company earned a lot of appreciation for its inclusive campaign.

Mini icons for little iconsShop back-to-school designs from the new #BurberryChildren collection at… https://t.co/FPFPJOiC6m

— Burberry (@Burberry) 1658939244000

In the picture from the campaign, Singh wore a Thomas Burberry Bear puffer jacket layered over a cardigan and shorts. He completed his look with a black patka (a cloth head covering).

This is the first time, a Sikh child became the face of the brand.

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The young model’s Instagram account which is being managed by his mother Harjot Kaur shows several videos from the epic shoot. A 3D artist Shubhangi Raheja’s design, inspired by Singh, became the young model’s display picture on Instagram too.

The proud dad – Ranjeet Singh Bhogal – took to Twitter to share that he was proud of his son. The first Sikh boy wearing a patka to represent Burberry,” his post read.

So proud of my son Sahib Singh, the first sikh boy wearing a patka to represent #Burberry 👳🏽 #sikh #singh #model… https://t.co/Cc8XUFNRb1

— Ranj Singh Bhogal (@ranj_sb) 1658876694000

Since his debut, netizens have flooded social media platforms with appreciation posts for the clothing brand and the toddler. Fans are praising Burberry for being inclusive, representing South Asian faces in their campaigns and making history.

@ravbillan @ranj_sb @Burberry @diljitdosanjh @GippyGrewal @jazzyb Bravo – but I am curious about the invisibility o… https://t.co/j8DwyHF6lN

— ArchitectsFilmStudio (@architects_film) 1658998789000

@monikaplaha Kudos 👏 to his mom and dad.They kept his Kesh and patka ❤️

— GPS 🇮🇳 (@polestaroftheN) 1658954947000

@charley0911 @ranj_sb @Burberry @diljitdosanjh @GippyGrewal @jazzyb It’s a step in the right direction as far as in… https://t.co/dMJz7LCzbv

— Angie (@akrred) 1659020541000

Little Singh’s patka was a topic of discussion on social media.

this burberry kids campaign with the sikh boy in it is veryyyyyyyyy wavyyyyy and super cute! 🤎🧸 https://t.co/cXFwVC9zWW

— amrit (@thebrownarch) 1658857745000

So proud of you cute young Boy ~ Sahib singh, first sikh model wearing PATKA to represent #Burberry SIKHS HAS ITS… https://t.co/T17HH013uo

— RajSandhu (@AbhirajSandhu) 1659060984000

Not all voices were positive. A user even called the ad ‘tone deaf’ due to the brand’s high-priced products.

Am I allowed to love this as a Punjabi but hate it given it sends the wrong signals around “inclusion”. It’s hardly inclusive if only 0.01% can afford this and many that can afford it would never dream of dressing their 4 year old in head to toe Burberry. #tonedeaf

— Bhushan Sethi (@bhushansethi1) July 28, 2022

This is not the first time Burberry picked an Indian-origin person for its ad campaign.

In 2013, the brand picked a British-Punjabi model Neelam Gill, whose roots belong to India, for one of its campaigns. She was cast alongside ‘Stranger Things’ star Jamie Campbell Bower and teen sensation Jean Campbell. She was the first-ever Indian model to become the face of Burberry.

The next year in 2014 London Fashion Week, Tarun Nijjer (full name Tarunjit) became the first Indian-origin male model to open a Burberry show. He was cast in a campaign featuring Burberry’s coveted trench coat alongside supermodels Cara Delevingne and Suki Waterhouse.

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