"Bursting with pride for our little Singh!"
British brand Burberry has come out with an advertisement featuring a Sikh boy for the first time.
The high-end luxury brand is being praised by netizens as they cast 4-year-old Sahib Singh for their ‘Back To School’ ad.
Adorable photographs of Sahib in the brand’s clothes and a black ‘patka’ are winning hearts on the internet and have gone viral online.
Sahib Singh was featured in the Burberry ad along with other children from different ethnicities.
In the pictures, the 4-year-old wore a Burberry jacket with shorts and white sneakers.
The highlight in the image was his black ‘patka’ and a brown teddy bear that he was carrying.
The adorable pictures of Sahib Singh in Burberry’s children’s collection were shared by Burberry on their official Instagram handle.
The photos were also shared by Sahib from his own Instagram account which is handled by his parents.
The caption of the post read: “Bursting with pride for our little Singh! He had so much fun at this shoot and we really loved meeting everyone on set.
“Being part of the Burberry Bear AW 22 campaign is incredible and to be the first ‘patka’ wearing model for the biggest British brand is just an amazing achievement for our little 4-year-old and the Sikh community.
“The video featuring Sahib and the other beautiful diverse children is live on the Burberry site and we can’t wait to see the rest of the images that are going to be released.”
They also shared a behind-the-scenes video of Sahib from the shoot.
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In the caption, Sahib’s parents shared: “The joy and pride I felt at the shoot was overwhelming.
“I couldn’t hold back the tears seeing Sahib recognised by this iconic brand. So grateful to them for pushing boundaries and always producing the best work.”
Desi netizens were elated to see the pictures and lauded Burberry for its inclusive venture on social media.
A user wrote: “Whoever was in charge of the recent campaigns, give them a raise! This is how to execute diversity and inclusion.”
“No fuss, no melodramatic we’re in your corner cringe.”
The viral photos also made their way to Twitter and users flooded the site with their thoughts.
A user wrote: “4-year-old Sahib Singh from London has become a viral superstar for Burberry overnight.
“Their first Sikh children’s model & the first to wear a patka (head covering) – a massive leap in representation!”
Another user commented: “What a handsome little boy. Burberry has chosen a Sikh child to advertise its children’s clothes, which is a sign of recognition of their unique identity.”