A controversy involving Alia Bhatt has sparked widespread debate online after a Pakistan-based fashion label allegedly used AI-generated images of the actor to promote its clothing collection without her consent. The incident quickly went viral, raising serious concerns about digital manipulation and the ethical use of celebrity likeness.

Alia Bhatt's pictures used without her consent

The brand, identified as Wajayesha Official, shared a series of images on Instagram that appeared to show Alia modelling their latest “pure sheesha silk” outfits. The post featured the actor in multiple looks, ranging from rich burgundy and emerald tones to pastel shades and classic black. Alongside the images, the label wrote, “Even Alia Bhatt likes our pure sheesha silk collection!! Colour can be customised, book your order now,” implying an endorsement that did not actually exist.