Burberry Spotlights Four-Year-Old As Its First-Ever Sikh Model
Growing up, minority individuals rarely came across others who looked like them in the media. Now, young Sikhs can finally see themselves in one. Starting representation young, Burberry has enlisted Sahib Singh, a four-year-old boy from London, as the company’s first-ever Sikh model.
Singh fronts the British luxury retailer’s Children’s Fall/Winter 2022 campaign wearing a patka, the turban that young boys in the Sikh community wear before upgrading to the pagri. He is styled in a teddy bear-patterned puffer jacket and matching shorts.
The shoot has been widely welcomed on social media. “This is a giant leap for representation because Sikh kids who do wear a patka… need to feel seen and acknowledged,” says Amarpreet Singh.
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As of 2011, there are more than 430,000 Sikhs living in England, Scotland, Wales, and Northern Island.
At the other end of the spectrum, there could be the argument that fashion brands are becoming “woke” and featuring minority models for personal interest. To which, some members of the Sikh community respond—how else can representation be achieved?
“Now, a British company sets to be inclusive and create a positive image of the patka, we have critics out of the woodworks,” replies Uttam Singh Floray, a sustainability and environmental advisor, on LinkedIn. “This [effort] is 100% about inclusion and a giant leap forward!”
Taking to Instagram, Singh’s parents express “bursting with pride for our little Singh,” who they say had a lot of fun during his shoot and loved meeting everyone on set.
They add that the boy has been turned down for several jobs, so they have decided to only let him know when he’s been confirmed for a gig.
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“Being part of the Burberry Bear AW 11 campaign is incredible and to be the first patka-wearing model for the biggest British brand is just an amazing achievement for our little four-year-old and the Sikh community,” write Singh’s parents.
His father, Ranjeet Singh, later tells Vogue India that the South Asian community “has pulled out all the stops to shower love on our little Singh.”
While their children might grow up and decide that modeling may not be for them, Sahib’s parents say the younger generation at least understands now that whether they become athletes, artists, or chefs, “they know they don’t have to stick to traditions and the sky is the limit.”
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[via The Independent and Vogue India, images via various sources]
