While most of the entertainment fraternity is busy preparing for this year’s upcoming LUX Style Awards (LSA), there are many sharing their grievances over the list of nominees, which was announced today. The general objections come against Feroze Khan’s nomination, who got nominated in the Best TV Actor – Viewer’s Choice category for his role in Khuda Aur Mohabbat. The actor recently made headlines as his ex-wife, Aliza Sultan, accused him of domestic abuse and infidelity and submitted substantial evidence in their ongoing court case.

READ: Celebrities root for Aliza Sultan after she submits domestic violence evidence against Feroze Khan

Filmmaker and a previous recipient of a LUX Style Award Sharmeen Obaid Chinoy took to her Instagram to share her thoughts. The Ms. Marvel director expressed how she does not anymore share the same values as Unilever, LUX’s owner and developer company. She also shared her decision to return the LUX Lifetime Achievement Award which she received in 2012 as a move to stand in solidarity with domestic abuse victims.

“LUX is a beauty brand that sells soaps to women yet it has chosen to allow the nomination of a man known to have violently abused his ex wife. Its parent company Unilever has a global campaign that says no to domestic violence and advocates against it. The company has signed up to the United Nations SDG’s including SDG 5 on gender equality. Its offices in Pakistan, however, do not appear to share the same values,” she wrote.

“In 2012, I was awarded a LUX Lifetime Achievement award which I will be sending back to Unilever as the brand and I no longer share the same values. As a society, we must stand together against domestic violence and we must call out those who provide platforms to abusers. Unilever and LUX have done a disservice to the awards and to society and it is not okay for them to allow the celebration of abusers,” she added.

Interestingly, Chinoy held the same stance back in 2019, when Ali Zafar was nominated during his MeToo controversy, and a number of celebrities withdrew their nominations and boycotted the event in support of harassment victims. Back then, Chinoy left a comment on a post which said she will be returning her LUX Lifetime Achievement award as soon as she’s back in town.

“I honestly don’t say anything anymore because I’m so tired of people pretending to be behind the MeToo movement and saying their brand is behind women and women’s rights when their own internal misogyny is just mindblowing. Also my life achievement award given to me in 2012 will be sent right back as soon as I am in town. I don’t care for an award and a brand that doesn’t care about women!” she wrote.

As a result of the current controversy, LSA issued an official statement where they clarified how the nominations in the Viewer’s Choice category are a result of fan votes.

“The LUX Style Awards submissions are received from artists and channels as part of an open call for entries for consideration in the awards. All shortlisted nominations for the Viewer’s Choice category of the LSA 2022 are a result of exclusive viewer voting without any intervention by the awards. As part of our third party, independent and transparent voting process which is audited end to end by PricewaterhouseCoopers, LSA cannot participate in shortlisting, vetting, or excluding any submissions or nominations,” the statement read.


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The annual LUX Style Awards ceremony is all set to be held in Lahore on November 24, Thursday.


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