British fashion brand Burberry caused an uproar following a tweet in which it congratulated Dev Patel for winning the BAFTA for Best Supporting Actor. However, in an act of ignorance or negligence, the popular label used an image of Riz Ahmed, identifying him as Patel.
Although the tweet was soon taken down, Twitter users in no time took it upon themselves to bash the brand. Some of them even suspected the incident to be a case of racism.
In a statement obtained by Mashable, a spokesperson for the brand said:
“This was a mistake that should not have happened and was corrected immediately.”
He also added that Burberry had already apologized to both the actors individually.
“We apologize unreservedly for the incorrectly titled pictures of Dev Patel and Riz Ahmed posted late last night. This was a mistake that should not have happened and was corrected immediately. We have apologized directly to Dev and Riz. We are checking our processes to make sure this doesn’t happen again,” the brand said in another apology to The Wrap.
Although the mix-up could genuinely be a mistake, big labels like Burberry should be particularly careful about getting facts straight before making them public. Such incidents don’t speak well of the brand, and also are considered an insult to the actors involved.
Banner/Thumbnail Credits: Reuters