Peter Som Brian Atwood Landscape

Famous shoe designer Brian Atwood created a statement Instagram post, urging those who are going to attend Fashion Week to not stay at any hotels owned by the Sultan of Brunei, Hassanal Bolkiah, including the Principe di Savoia in Milan, Le Meurice in Paris and the Dorchester in London.

This bold statement was a response to the Brunei leader’s decision to implement a law in the country that involved ‘stoning gay people to death’.

Sultan Hassanal Bolkiah announced last year that his tiny, oil-rich nation would begin to implement a Shariah Penal Code in his country, which calls for grisly executions of anyone committing a variety of sexual ‘crimes,’ including sodomy, adultery and rape.

The Penal Code includes executions for people caught in homosexual acts.

“Send a clear signal to their owner, the Sultan of Brunei, that stoning people to death for being gay in Brunei is not acceptable,” wrote Atwood. Since the law comes into effect Tuesday, he added: “Why not cancel your bookings tomorrow?”


Fashion designer Peter Som also regrammed Atwood’s message on his Instagram, with the caption, #boycott and #takeastand.

The boycott is expected to cause the hotels owned by the Sultan to lose a lot of cultural capital.