A POPULAR outdoor fashion brand has landed itself in hot water after an add stunt saw them launch fireworks on sacred mountains.

Fashion brand Arc’teryx collaborated with Chinese artist Cai Guo-Qiang to stage a fireworks display for a promotional video.

It would see hundreds of small fireworks explosions set off in a snaking pattern up a mountain in the tiny village of Relong, Tibet.

The stunt, which was viewed on Friday by local journalists, a living Buddha, schoolchildren and VIP shoppers sparked immediate backlash on Chinese social media .

Arc’teryx, an outdoor apparel company founded in 1989, has become an extremely popular brand in street-wear and fashion circles with thousands of social media videos supporting the brand.

Used to promote the fashion brand, the fireworks displ

See Full Page