One of the leading clothing brands in Pakistan Edenrobe is facing criticism for misusing mental illness. The brand has been facing criticism on their new marketing campaign called the ‘Knot the Blues’.
This specific campaign of Edenrobe has misused mental illness to market its garments. For example one of the advertisement of the brand stated, Stuck with my depression, there was no way out. I had to sever bonds with this illness; I had to #knottheblues into submission.”
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According to the activist Urooj Zia, Edenrobe has tried to “co-opt folks’ trauma and pain” in order to “market badly-designed and terribly-constructed garbage.”
“Who thought that this was an acceptable thing to do?”
Similarly a social activist Marriya Malik said that Edenrobe has wrongly used, “mental illness as a tool to sell products”.
Malik added, “It is important to look down on the use of sensitive and overwhelming topics, such as trauma, depression, religion and minorities’ rights etc. as a tool to meet capitalistic objectives.”
Then again Anum Thanvi claimed that there is a mindset of people who are privileged and do not realize the repercussions of such statements.
She said, “Firstly learn marketing, secondly learn empathy and thirdly learn some basic human decency. Mental illness isn’t for you to use as a marketing gimmick.”
Producer and member of the feminist collective Girls at Dhabas Atiya Abbas said, “And then every clothing brand is all about women empowerment so they jump on the bandwagon with NO understanding and the decisions are mostly taken by men.”