9Lines Uses Old People As Props In New Campaign, Receives Backlash

In their quest to get their products viral and sold, most brands turn a blind eye to the most serious issues. Exploiting the marginalized community or using people as mere props has become a practice observed by even the biggest brands. However, the question is, is this practice ethical or unethical? One brand that has caught people’s attention for practicing this is 9Lines.

9Lines is a Pakistani brand known for its vibrant and funky accessories and clothing lines catered to all age groups. They offer a myriad of products from clothing to shoes, bags, jewellery and office accessories, including note pads, water bottles, wall frames and more. Their target audience is someone who likes to stand out in the crowd as they offer significant patterns with solid colours and trendy cuts. Their vibrant colours and aesthetically pleasing social media handles make the brand look hip and cool.

However, a recent campaign has brought the brand under fire. The latest collection of the brand showed the models in vibrant outfits. While the models posed for the photos, the background showed poor and older adults sitting there as props. Ever since the pictures were released, the brand has been getting backlash over the latest campaign. However, as soon as the issue was highlighted, the brand’s Instagram management took off all the pictures which showed elderly and poor people. Unfortunately for the brand, the photos had already gone viral by that time.

In a country where most of the population falls under poverty line, making poverty an aesthetic is insensitive; not to mention the lack of employment opportunities. We’re hoping brands act a little more responsibly, they can use such people for actual work and pay them accordingly, which would be much beneficial for them in the long run.