Live mannequin display of woman at Dubai mall sparks debate over ethical marketing: Viral Video

A bold marketing strategy by the Manto Bride store in Dubai Festival City Mall has ignited a wave of reactions online. The store employed a live model, Angelina, to pose alongside mannequins, creating a spectacle that caught the attention of both shoppers and social media users. Angelina stood on a platform at the store's entrance, dressed in one of the brand’s gowns and high heels. She periodically changed poses, blending seamlessly with the mannequins and captivating passersby.

The model shared her experience on Instagram and TikTok, where the video quickly went viral, garnering over 6,000 views on her accounts. However, a repost by the popular Dubai-based account "@lovindubai" significantly boosted the video's reach, accumulating 489,000 views and more than 300 comments.

Social Media Reactions

The marketing stunt received mixed reactions. Instagram user Shruti Chadha criticized the approach, stating, "This is inhuman. I’m sure her feet hurt like crazy, and when we have regular dummies, why do we even need this?" Another user echoed this sentiment, calling it "slavery."

Contrastingly, some praised the creative marketing technique. Public figure Ghazi Al Yaman commented, “Next level marketing. Nice one,” highlighting the innovative aspect of the strategy. Another user, Vlada Bulhakova, noted, “Someone has a lot of money for marketing," appreciating the effort and investment behind the campaign.


One user offered a more nuanced perspective, drawing comparisons to other jobs that require standing for long periods: "Everyone saying this is slavery, inhuman, uncomfortable. Just like everyone else, we all have our own discomfort at work. She’s getting paid just like we get, plus think about the security guards in the malls; they stand all the time too. We all are struggling and that's what makes us strong."

The incident has sparked a broader discussion about ethical boundaries in advertising. Critics argue that using a live model in this manner is dehumanizing and reinforces unrealistic beauty standards. They believe it underscores exploitation and objectification in the fashion industry.

For Manto Bride, the viral video brought significant visibility to their brand but also opened up a contentious debate about the ethics of their marketing practices.