Burberry Children's first Sikh model wins hearts on social media

British luxury brand Burberry is winning hearts on social media, especially of those from the Indian community, for featuring a Sikh model in its latest Children's Autumn-Winter 2022 campaign that celebrates the diversity in fashion.

Four-year-old Sahib Singh is the the brand's first-ever Sikh model to feature in a children's campaign.

Burberry, which shared its back-to-school designs on Instagram on Wednesday evening, shows the four-year-old dressed in a padded puffer jacket with a matching cardigan, shorts and sneakers. Singh is also shown wearing a matching black turban, known traditionally as a 'Patka.' The patka is worn by Sikh boys before they reach adolescence.


"Sahib had an incredible day with the Burberry team, who really looked after all the children they were shooting with. 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," Harjot Kaur, the child model's mother told Vogue India.

Little Sahib's mother, who manages his Instagram account, posted the photo of Sahib having a good time and tagged Burberry and South Coast Kidz Ltd.

Kaur captioned it, "On this journey, we have gone through so many different emotions. We have felt a few disappointments when Sahib wasn't chosen for a job. We never told him about any shoots until he's fully confirmed as he doesn't need to feel the emotions involved. The stress when the council refuses his license to "perform". Never underestimate a parent who wants the world for their child!"

As soon as the pictures went live, they took the internet by storm.

"Wow wow Singh Is King," wrote one user.

"i'm so so thrilled to see sikh/punjabi representation, especially of a child, from a high fashion brand like burberry! this is incredible," said another user.

A third user wrote, "Whomever was in charge of the recent campaigns, give them a raise! This is how to execute diversity inclusion. No fuss, no melodramatic we're in your corner cringe."

With inputs from IANS