Pakistan’s leading fashion brand Elan is facing criticism online after posting their latest lawn shoot featuring Mushk Kaleem and Kenyan model Gabriel Fords.

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.

Social media users were quick to point out that the brand was in fact not highlighting racism but using the issue of racism to promote a product.

Taking to Twitter, owner of the brand, Khadija Shah said: “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 further adds, “There is nothing that’s been forced or placed in the African Magic Lane shot- No people are props, they are real shop owners and the donkeys are their donkeys. Instead of asking them to vacate the photograph we just shot as it was, in harmony with the surroundings.”

https://twitter.com/khadijah_shah/status/1267830075791032324

Model Mushk Kareem also shared her statement, which reads, “This Elan campaign is so close to my heart and with its launch, it is extremely sad to see all the negativity that is pouring in. 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.”

https://www.instagram.com/p/CA7SBxppzzD/?utm_source=ig_web_copy_link

She further adds: “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.” She said.

Here are the reactions of the people on twitter:

https://twitter.com/Wisheikh/status/1268159128461082625

https://twitter.com/rsbreeezy/status/1267756906271170561

https://twitter.com/Libzaay/status/1267772040590786562

https://twitter.com/Bluemagicboxes/status/1268189052890734593

https://www.youtube.com/watch?v=3XpMCGt6uvA