Dubai mall live mannequin sparks controversy

In Dubai, a clothing brand stirred controversy by featuring a live model alongside mannequins in their storefront at Dubai Festival City Mall. The model, Angelina, stood on a platform wearing one of the brand’s dresses and high heels, striking various poses to attract passing shoppers. Her video, initially shared on her Instagram and TikTok, garnered attention and was reposted by several accounts, including popular local pages like “@lovindubai.”

While some praised the unconventional marketing approach as “next level,” others criticized it sharply. Comments on social media ranged from admiration for the innovative strategy to concerns about the model’s comfort and likening the display to “modern world slavery.” Instagram user Shruti Chadha expressed discomfort, questioning the necessity of such a setup when traditional mannequins suffice. Public figure Ghazi Al Yaman commended the brand’s boldness, contrasting with Vlada Bulhakova’s remark on the lavish spending involved.

Defending the approach, one user highlighted that work discomfort is universal and not unique to this display, drawing parallels with mall security guards who also stand for long periods. This perspective aimed to normalize the model’s role as akin to any other job with its own challenges.

Angelina’s original post received over 6,000 views and 100 likes, while @lovindubai’s repost gained significant traction with more than 489,000 views and 300-plus comments. The incident sparked a broader discussion on social media about ethics in advertising and the boundaries of innovative marketing tactics.

Despite mixed reactions, the brand’s decision to use a live model alongside mannequins succeeded in capturing widespread attention, highlighting both the power and pitfalls of pushing conventional marketing boundaries in a digital age.

Re-reported the article originally published in Hindustan Times.