‘Singh is king’ - Burberry features four-year-old Sikh boy to represent the brand and gets praised


The British luxury brand Burberry launched its first Autumn-Winter 2022 collection for children on Tuesday. Portrayal and inclusivity in any form is abiding. Brands have become more aware of their decisions and initiate more to keep their campaigns significant. Keeping this in mind, Burberry featured a four-year-old Sikh child in its ad campaign which is an immense gesture to the Indian community. 

This kid was featured in the campaign among children of other ethnicities. Ad’s photographs gained a lot of attention and massive praise on social media. 

Recommended Read: Ukraine President Zelenskyy ‘wartime’ theme Vogue photoshoot with wife draws ire!

Casting four-year-old, Sahib Singh, for the brand’s back-to-school collection was a giant leap for representation because Sikh kids who wear Patka need to feel seen and acknowledged. Seeing him striking poses in a Thomas Burberry Bear puffer jacket over a cardigan and shorts with a black Patka brightened up our day. 


“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. Thank you to @southcoastkidzltd and the @burberry team for making this happen 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 ” said his parents who are handling his Instagram account.

Sahib Singh gained a lot of attention on the internet following this representation from various people, some of which are –




In a world full of cruelty and ignorance, any sort of empathy and charisma can really make people smile and make their day. Campaigns like these sing for people whose voice doesn't reach the world.

(Source: Instagram / Twitter)