MY bag brand stands its ground following backlash for using model Affizy Khairy

Malaysian designer bag brand Sometime has released a statement addressing feedback it received for a recent campaign shoot. 

In its statement, Sometime said it appreciates its followers for voicing out their thoughts about a recent video it posted on 14 August where it featured influencer Affizy Khairy, better known as Agy. 

"We're grateful for a caring audience that shares their concerns on behalf of the brand," said Sometime. 

Don't miss: adidas' brand sentiments plummet after dropping model Bella Hadid for Palestinian support  

In the campaign video posted on 14 August, Agy is seen posing with the brand's new Kuki convertible bag collection. The video later reveals the final and edited shot from Agy's posing. 

According to Sometime, Agy was casted for the campaign "solely for his exceptional creativity and unique perspective as a content creator and internet personality". 

It added that Agy possessed the suitable talents and skills it sought to bring the campaign to life, which was the primary factors of its selection. It added that the brand did not wish to offend its audience with its decision. 

On top of its statement, Sometime shared behind the scenes footage of how Agy's hard work and creativity during the shoot were effective in the brand's campaign outcome. 

The behind the scenes shoot revealed Agy's multiple attempts to get the perfect shot that was later featured in the campaign video. This includes tirelessly jumping and leaping multiple times throughout the shoot. 

Following the apology, the brand continued posting content featuring Agy and the Kuki bag collection. This is despite comments seen by A+M from users who said that bag did not appear to be unisex and who have criticised Agy for looking feminine. 

That said, both Sometime and Agy have also received support from fans. One user mentioned how Agy did a good job at promoting the bag while another said he is glad that Sometime is standing their ground with having Agy as its model. 

Sometime is not the only Malaysian brand to receive backlash for its choice of talent. Earlier in April, beauty brand Kitsui released a statement regarding its involvement in the recent drama between Malaysian actress Ruhainies, Singaporean actor Aliff Aziz and his wife Bella Astillah, a Malaysian singer and actress. 

In a statement addressing the viral issue, Kitsui thanked and apologised to its fans at the time for being involved with the issues being discussed on social media. 

It added that it does not support either side and said that it will not take advantage of the situation. It ended its statement with well wishes and prayers and thanked its followers once again.

The issue the brand was referring to is the ongoing drama between the three celebrities where Ruhainies and Aliff were arrested by Federal Territories Islamic Religious Department (Jawi) officers on 9 March after they were seen alone together at Ruhainies’ home in Kuala Lumpur.

Related articles: 
It's a woke world: How can brands manage their image while taking a stand? 
Beauty brand blurs actress' face in ad after controversy, accidentally goes viral  
Local brands hit on Malaysian graduate student following viral video