Sahib Singh, the beloved four-year-old digital creator, recently became Burberry's Children’s first Sikh model in its AW ’22 campaign. Consumers are now demanding more representation and a celebration of diversity, and the latest campaign by Burberry Children has gained notable Internet attention for doing just that.
Sahib Singh is the first model in the luxury fashion brand's history to wear a patka — "the turban worn by boys in the Sikh community before they graduate to the pagri" — in a Burberry Children's campaign. Singh, who is signed with agency South Coast Kidz, poses in a Thomas Burberry Bear puffer jacket over a cardigan and shorts as part of a collection of back-to-school designs.
“To see our son, who does look different from his peers, being given a chance by the iconic British brand was truly a milestone moment,” the child model’s mother, Harjot Kaur, stated. “We want not just Sahib but all the boys in our community to be proud of their heritage, and wear their patkas and paghs with pride and confidence."
Image Credit: Burberry Children
Key Themes Behind This Trend
- Diversity in Children's Fashion Ads
- Luxury fashion brands can tap into consumers' demand for diverse representation in their campaigns, presenting opportunities to showcase traditionally underrepresented communities in their advertisements.
- Inclusion of Cultural Heritage in Fashion Campaigns
- Incorporating traditional garments or accessories into fashion campaigns, such as the patka in Burberry's Children's campaign, can be an innovative way to celebrate diversity and promote cultural appreciation.
- Child Influencers in Luxury Fashion
- Featuring child influencers and content creators like Sahib Singh in fashion campaigns can attract younger audiences and open up new marketing channels for luxury fashion brands.
Where This Applies
- Fashion
- Fashion brands that prioritize diversity and inclusion can set themselves apart in the competitive industry and appeal to consumers who value representation and social responsibility.
- Marketing and Advertising
- Marketers and advertisers who create campaigns that prioritize diversity and representation can help drive brand loyalty and establish brand values that connect with consumers.
- Social Media
- Social media platforms like TikTok and Instagram offer opportunities for child influencers to reach wider audiences and collaborate with fashion brands, creating an emerging space for child influencer marketing in luxury fashion.
