Fashion designer Sabyasachi’s latest ‘Intimate Fine Jewellery’ collection has been receiving backlash on social media.
What particularly irked a section of social media users are a series of advertisements of the label’s Royal Bengal Mangalsutra 1.2.
The promotional photoshoot features models wearing the mangalsutra while posing solo or in intimate positions with others, as well as same sex couples. In one of the pictures is also a female model wearing a black bra along with the mangalsutra and resting her head on a shirtless male model.
Netizens, who were offended, took to Twitter to criticise the ad campaign for using “semi naked models for a Mangalsutra ad.”
No! This is no lingerie or C0nd0m Ad.
This is Sabyasachi Mangalsutra Ad.
— श्रद्धा | Shraddha 🇮🇳 (@immortalsoulin) October 27, 2021
“I thought Sabyasachi launched his new lingerie collection, no no…that’s a mangalsutra ad. I’m so regressive, I didn’t notice,” wrote another user.
I thought Sabyasachi launched his new lingerie collection, no no..that’s a mangalsutra ad.
I’m so regressive, I didn’t notice. 😊 pic.twitter.com/ieRY4rrvcr
— ℳℴ𝓊𝓂𝒾𝓉𝒶 🇮🇳 (@_mou_mita) October 27, 2021
The luxury mangalsutra is made of 18k gold with black onyx and pearls. It costs Rs 1,65,000.
Here’s how others reacted on Twitter:
— Bhagyashri Patwardhan (@bvpat2501) October 27, 2021
Ace designer Sabyasachi selling Mangalsutra.
I appeal to all Insta users on my TL to go on their Insta handle and report this for nudity. This is just not acceptable. They need to be shown that woke advertising will misfire. The brands must back off from their new ad strategy! pic.twitter.com/jqw7KCfG8E
— Manisha Kadyan (@Miss_Kadyan) October 27, 2021
— Vandana Gupta 🇮🇳 (@im_vandy) October 27, 2021
Earlier in August, Sabyasachi received flak for selling “overpriced” cotton saris worth Rs 9,999, as part of his collaboration with H&M. In an official statement on Instagram, the designer said the collaboration was a kind of :wish filfillment”.
He wrote, “When H&M first came to me with the idea of the collaboration, I was very excited that I could finally reach out to the massive Sabyasachi tribe worldwide, even if it was just this once. I knew they had the power and distribution to make it happen. And it happened.”
What is your opinion on Sabyasachi’s mangalsutra campaign?