Sabyasachi faces criticism for latest bridal collection, netizens say 'are brides in mourning?'

Designer brand Sabyasachi, known for its exquisite bridal collections, recently found itself at the center of a social media storm following the release of a controversial ad for its latest line. The promotional piece, featuring models donning a mourning look, created a stir on social media platforms. The ad, which defied the celebratory spirit typically associated with weddings, garnered criticism and strong reactions from netizens. In addition to the models' expressions, the choice of fabric and design for the bridal collection has also come under scrutiny.

A 'mourning' bridal collection

Sabyasachi's bridal collection ad raised eyebrows as it portrayed models with a somber and mournful appearance, a stark contrast to the joyous and celebratory nature of weddings. The ad's depiction of women without bindis and wearing melancholic expressions drew considerable backlash and condemnation on social media.

Netizens took to social media to express their disapproval of the ad, with many sarcastically questioning whether the collection was designed for a funeral. The use of phrases like "Koi mar gaya kya... Kiski maiyaat pe Jaa rahe hai yeh log?" exemplified the extent of the backlash. Some users even humorously referred to Sabyasachi's heritage bridal collection as the "Matam (mourning) collection."

A slogan that emerged from the backlash was 'No Bindi No Business,' highlighting the absence of the traditional bindi in the ad.

Dissatisfaction over fabric and design

In addition to the mourning aesthetic, fashion enthusiasts and critics voiced their dissatisfaction with the choice of fabric and design for the bridal collection. Many felt that the material and designs were subpar and failed to live up to the expectations for such a significant occasion as a wedding.

This is not the first time Sabyasachi has faced criticism for using models with 'sad' expressions in its ads. A similar controversy arose earlier this year when the brand launched a collection that featured models with somber looks, an incongruity for a wedding-themed collection.