The brand, known for its premium unstitched and ready-to-wear collections, introduced its “Qurban” line as part of its seasonal Eid-ul-Adha campaign. The campaign aimed to creatively link fashion with the festival’s themes of sacrifice and tradition. However, its execution quickly drew backlash after promotional visuals featured elegantly dressed female models posed alongside raw meat.

Released ahead of Eid-ul-Adha, the photoshoot was seemingly intended as a bold artistic statement. Instead, it sparked intense debate across social media platforms, where critics labeled the imagery inappropriate and tone-deaf, particularly given the religious and emotional significance of the occasion.

Although the brand issued a clarification stating that no meat was wasted during the shoot, the response failed to ease public outrage. Many users argued that the visuals undermined the sanctity of Eid-ul-Adha, a festival rooted in sacrifice, charity, and sharing with the less fortunate.

Several commentators questioned whether the campaign was meant to promote clothing or simply generate shock value. Others described the concept as confusing, with some sarcastically comparing the styling to a “meat market” rather than festive attire.

The controversy highlights how audiences are increasingly sensitive to brand messaging, especially when it intersects with religious and cultural values. As discussions continue, the campaign has become a focal point in broader debates about creative freedom and responsibility in advertising.