'Unethical to use my pictures without permission'

Fatima Effendi calls out fashion brands

Fatima Effendi recently took to her Instagram Stories to address an issue that seems to be cropping up more and more often in the world of public figures and fashion brands. After buying an outfit like any other customer, Effendi found her pictures being used by the brand for promotion—without her permission.

With a straightforward post, she made it clear how problematic she finds this entitlement. "Isn't it unethical to use any public figure's (actor/influencer) picture wearing your dress when they have bought the dress like any other normal person paying full price?" she questioned. For Effendi, the distinction is simple: she isn't receiving PR gifts; she's a paying customer, and brands shouldn't assume her social media posts are free advertising.

"I usually order dresses from a brand's website like any other normal person would," she explained, adding that when she posts a picture on Instagram, it doesn't mean brands have the green light to use those images for their own marketing campaigns. Yet, she pointed out, this is exactly what happens—without her consent.

Earlier this year, her husband, Kanwar Arsalan, took to Instagram with alarming news—their family home had caught fire in the early hours of the morning, as was reported on by several local publications. Sharing a Story with visuals of their smoke-filled kitchen, Arsalan reassured followers that, despite the severity of the situation, everyone was safe. "Our house caught on fire today early morning. Alhamdulillah, everyone is safe! Please remember us in your prayers," he wrote, conveying both relief and the gravity of the situation. The couple also revealed later on their vlog that the fire was most probably caused by fries cooking on the stove left unattended.