Sana Safinaz is a top clothing brand in Pakistan that recently launched their spring/summer collection for 2018. The photoshoot for the campaign seemed to be done in an African setting but not many people appreciated the way the pictures came out.

Code: 5B Price: Rs.6,850 Ice blue kameez with delicate resham embroidery and white paste print on back and sleeves along with heavily embroidered border. Paired with a beautiful fully embroidered dupatta and paste printed white pants. Lawn Shirt.Cotton Dyed Pants.Embroidered Dupatta.Printed Pants.Embroidered Border #GoingStrongwithSSLawn #SanaSafinaz #SSLawn2018 #TheInfluencers #SSModernMuses #SSTrailBlazers #SSKenyaDiaries #Theinitiatiars #SSLawnCouture #SSAlwaysonPoint #Alwaysastepahead #SSLawnreinvented #Originalasthetic #THEGamechangers #SSEscapades

A post shared by Sana Safinaz (@sanasafinazofficial) on Mar 7, 2018 at 5:57am PST

Many people were upset about how the shoot seems to be appropriating African culture and using them as props. A lot of people tweeted how the campaign seemed more than a little racist.

#SanaSafinaz learned nothing from their infamous ‘coolie’ ad campaign a few years ago. Now they’re at it again appropriating African culture and using black people as props. Apparently #racism sells! @sanasafinazoff pic.twitter.com/UDofKaWsiz

— Nida Kirmani (@nidkirm) March 7, 2018

The context does seem controversial and we hope the brand will try to fix this error and that people would learn to appreciate other cultures in the right way and definitely not by using them as props to sell their products. This is, however, not the first time that the brand has faced trouble for doing a controversial campaign. Back in 2012, their “coolie” photoshoot also faced a lot of backlash.

 

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