Four year old Sahib Singh from London has become a viral superstar for Burberry overnight. Their first Sikh childrens model & the first to wear a patka (head covering) – a massive leap in representation!
Burberry released its new fall/winter 2022 campaign on July 26 and already, it’s been met with immense praise from fans in the Indian community.The core reason for that is because it stars Sahib Singh, the brand’s first-ever Sikh model to feature in a children’s campaign.
Inspired by the iconic Burberry Thomas Bear, the campaign aims to recreate the innocent nature of childhood and all its joy through teddy bear motifs and playful imagery. Offering contemporary takes on archival graphics and signature silhouettes, the collection sees honey-colored trench coats and diamond-quilted jackets reworked alongside the debut of Burberry’s TB Monogram print in a new-season orange colorway.
Singh stars in the campaign dressed in a padded puffer jacket with a matching cardigan, shorts and T-shirt. Alongside the Burberry-branded apparel though, he’s pictured wearing a patka the smaller head-covering typically worn by boys in the Sikh community before turbans — which is most definitely a first for the British heritage brand.
The parents of Singh shared a BTS video from the shoot on Instagram with a caption that read “The joy and pride I felt at the shoot was overwhelming. I couldn’t hold back the tears seeing Sahib recognised by this iconic brand. So grateful to them for pushing boundaries and always producing the best work. People may say and think many positive and negative things about us but we know what we want our kids to know and feel. Nothing is impossible. Modelling may not be Sahib’s career and that’s fine. But whether Sutch and Sahib want to be footballers, artists or chefs. They know they don’t have to stick to traditions and the sky is the limit.”
