Archive · 28 Nov 2025
AMPM Campaign Faces Backlash for Charcoal-Painted Models
A fashion brand called AMPM made a campaign called 'Hum' to show unity and togetherness.
They painted models with charcoal to make everyone look the same.
But some people got upset because they thought it was like blackface, which is a racist thing from the past.
They also said the campaign didn't really include or respect different people and cultures.
The brand said they just wanted to show harmony, but others think they should have been more careful and inclusive.
There are also other examples in fashion where people are treated like props or their cultures are not respected.
The brand and others need to do better in making fashion truly inclusive and respectful.
AMPM's 'Hum' campaign features models painted in charcoal to symbolize unity and togetherness.
Critics compare the charcoal paint to blackface, a racist practice from the 19th century.
The campaign is accused of being tone-deaf to issues of skin color discrimination and hierarchy in India.
AMPM's creative team defends the campaign, stating the charcoal tone was an artistic choice to dissolve differences and create harmony.
The controversy highlights broader issues in the fashion industry, including the use of artisans as props and cultural insensitivity in campaigns.
- Who
- AMPM, a fashion brand, and its creative team, including Priyanka Modi and Pranoy Sarkar
- What
- A fashion campaign titled 'Hum' featuring models painted in charcoal, sparking controversy for its alleged racial insensitivity
- When
- The campaign was recently shared on social media, with backlash starting earlier this week
- Where
- India, with the campaign being created and shared internationally
- Why
- The campaign intended to convey unity and togetherness but was criticized for using charcoal paint on models, which some compared to blackface, and for not considering the deeper issues of skin color discrimination and hierarchy in India
- Campaign Name
- Hum
- Brand
- AMPM
- Creative Director
- Priyanka Modi
- Art Director and Photographer
- Pranoy Sarkar
- Campaign Theme
- Celebration of togetherness and unity
- Controversial Element
- Charcoal-painted models
- Criticism
- Accusations of racism and insensitivity to skin color discrimination