Burberry is celebrating diversity in their new campaign.
On Tuesday, the luxury fashion and beauty brand unveiled their AW22 kidswear collection on Instagram, inspired by the Burberry Thomas bear.
The label released three different looks on social media with young models showing off the stunning styles.
However, it wasn't the undeniably cute imagery that broke the internet — it was the inclusive casting that caused fans of the British designer to applaud the company for making representation a priority.
In one of the ads, Sahib Singh rocked a bear print puffer jacket, making the four-year-old the first Sikh model for Burberry Children. It also made him the first model to be wearing a patka — the turban worn by boys in the Sikh community — in the iconic brand's official photographs.
In another photo, a young black model wore a pleated skirt and a printed top in Burberry's signature tan colour while standing in front of a tower of teddies. Another snap showed the same model showing off the heritage label's stunning new crossbody bag for kids.
Lastly, the third image in the campaign showed an adorable baby being held in his mother's arms while wearing the brand's new baby gift set which features a jumpsuit and hat trimmed with pom-poms.
Fans went wild over the designer's release and praised the brand for promoting diversity and inclusion.
"I love this! Way to represent the Sikh and Black populations! I'm smiling ear to ear!" commented a happy follower.
"Whomever was in charge of this campaign, give them a raise! This is how to flawlessly execute diversity and inclusion," wrote another.
"This is next level stuff. Thank you to Burberry for bringing everyone's unique identity to the forefront," a fan told the brand.
"This is exactly what young people, and everyone for that matter, need to see on advertisements and social media. Way to show everyone that they matter regardless of what you look like," said someone else.
According to Fashion Network, the company said the images "capture the quintessential nature of childhood, the innocent joy expressed when playing together and exploring their imaginations."
"A tumbling tower of teddy bears forms a warm and soft monument that mirrors the collection’s motifs – creating a playful celebration of the brand’s house codes, explored through bold takes on archival graphics and signature silhouettes in shrunken proportions," Burberry adds.