London
Senior Pakistani television actress Shagufta Ejaz has come under criticism on social media after sharing a festive-themed modelling reel on Instagram during her ongoing stay in the United Kingdom.
Shagufta Ejaz, a renowned name in Pakistani drama industry, rose to fame through iconic PTV productions such as Aanch, Kashkol, Jangloos, Khala Kulsoom Ka Kunba, Uper Gori Ka Makan, Zindagi Dhoop Tum Ghana Saya, Zindan, Mere Damad and Baiti. She is also widely appreciated for her role in the popular sitcom Bulbulay. Currently, the actress is spending holidays in the UK with her children.
Recently, she posted a sponsored reel endorsing a brand named Vintage Shop. In the video, Shagufta Ejaz can be seen modelling an elegant pastel mauve, front-open Anarkali-style outfit featuring heavy silver embroidery, intricate embellishments, and delicate sequin work, paired with a matching dupatta and traditional jewelry.
However, the reel triggered backlash from a section of social media users, many of whom expressed disappointment over the timing of the post, as it came shortly after the death of her brother.
Several users questioned her decision to promote a brand so soon after a personal loss, while others made critical remarks about age, grief, and priorities.
Comments ranged from expressions of shock and disapproval to harsh personal criticism, with some users urging the actress to observe mourning traditions more visibly, while others accused her of prioritizing money over emotions.
Despite the criticism, the actress has not responded publicly to the backlash.
