‘Why are they not smiling’….Sabyasachi’s jewelry ad trolled for ‘sad’ looking models

In a recent photoshoot for a jewelry ad campaign, Indian fashion and jewelry designer, Sabyasachi Mukherjee is getting trolled online for not making his models smile in front of the camera. The designer recently launched his brand’s fine jewelry Autumn Winter 2021 collection campaign. It is one of the photos which received massive comments and criticism directed towards the three models starring in it. Both criticism and appreciation from netizens on Twitter and Instagram are being reported.

The post  shared from the designer’s official Instagram account reads, “Sabyasachi Fine Jewellery @sabhyasachijewelry featuring uncut and brilliant-cut diamonds, opals, pearls, emeralds, aquamarine and colored stones in 22k gold.” The comments section on the post are filled with statements like “Why are these looking so sad. Not happening” and “All look in mourning” from Instagram users.

This is not the first time Sabhyasachi has been trolled and criticized. Earlier this year, trolls targeted Sabya’s H&M brand collaboration for being too expensive and featuring same-sex couples in some posts. 

He was later criticized for his advertisements for an intimate collection of jewelry in ‘Mangalasutra’. It received a strong response for being anti-Hindu and he was forced to withdraw from the campaign.

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Statements like “All look in mourning,” “Seriously who wants to look like widows?” and “Has de behen,” “Finally this pic proves, “Money or Jewellery can’t buy you happiness,” were posted on Twitter and Instagram for his jewelry ad.

Sabyasachi Mukherjee is an Indian fashion designer, jewelry designer, retailer, and couturier from Kolkata, India. Mukherjee is one of the Associate Designer Members of the Fashion Design Council of India and the youngest board member of the National Museum of Indian Cinema. He has designed costumes for Bollywood films such as Guzaarish, Baabul, Laaga Chunari Mein Daag, Raavan, and English Vinglish.