Burberry chooses a Sikh child as a model for an adorable political campaign

Often late on social issues that are content to recover once well established to promote itself, luxury moves slowly but surely. Burberry has just stood out with its latest campaign for the Fall Winter 2022-2023 children’s line, unveiled on July 26, 2022. Among the models, one stands out in particular. is Sahib Singh, a four year old boy wearing a patka (under the turban)sign of belonging to the Sikh religion.

This Burberry campaign is the pride of the large Sikh community

By context, Sikhism is a Dharmic religion (i.e., from the Indian subcontinent) monotheistic. It was founded in Punjab, in the north of the Indian subcontinent, in the 15th century. It is the fifth largest religion by number of believers in the world, with 30 million practitioners (just behind Buddhism, Hinduism, Islam and Christianity). Colonization obliges, it is a very present religion in the UK. That a British luxury brand as heritage as Burberry should choose a Sikh child is therefore a strong symbol.

And the Sikh community around the world seems to welcome this campaign warmly, if we are to believe the numerous enthusiastic, honored and moved comments under the brand’s Instagram and Twitter posts. All adorable in their own way, the other kids collect around 20,000 like it in their photos, while little Sahib Singh counts almost 350,000, in less than a week!

Little Sahib Singh’s parents express the political importance of this Burberry campaign

On Instagram, the model’s mother in shorts is also enthusiastic. Harjot Kaur tells the behind the scenes of the campaign:

“An overwhelming pride for our little Singh.

He had so much fun on this shoot and we really enjoyed meeting everyone on set.

Being part of the Burberry Bear Fall / Winter 2022-2023 campaign is fantastic and being the first model to wear a patka for Britain’s biggest brand is very simple an incredible achievement for our four year old and for the Sikh community. “

After the outpouring of love for this adorable Burberry campaign, the baby’s mother also commented on therowing Indian:

” We want, not only Sahib, but all the guys in our community to be proud of their heritage and wear their patka and pagh [sous-turban et turban traditionnels] with pride and confidence. “

On Twitter, the boy’s father also shared an excited tweet to express his happiness:

“I am so proud of my son Sahib Singh, for being the first Sikh boy to wear his patka to represent Burberry. “

To which another Sikh man replied:

“This depiction of a Sikh boy feels good, my best wishes for the little one. Stay at Chardi Kala [qu’on pourrait traduire par résilience] and hope to see him receive more branded offers as he grows. Congratulations to the proud parents. “

Fight against discrimination against religious symbols?

So, obviously, we can ask ourselves about child labor and its exploitation by the luxury sector for which it is also a profitable market, or even about the transmission of one’s religion to one’s children as parents. But, at the same time, we can see that this campaign seems to bring a lot of joy and pride to thousands of Sikhs around the world.

It also contributes, in its own way, to sensitizing other people who are not part of this religious community to those who are patka and pagh. Because these religious symbols (like so many others, alas) often give rise to problems of discrimination, and also to other forms of even more serious violence.

Front page photo credit: Burberry Instagram screenshot.