One of Pakistan’s leading fashion brands, Sana Safinaz, recently found itself in the eye of a social media storm for allegedly promoting a racist lawn campaign for its 2018 Spring-Summer Collection.
However, the fashion powerhouse has now broken silence, responding to the backlash and criticism levied against it.
The coveted lawn company landed itself in hot water after its lawn catalog shot in the Masai Mara national park of Kenya created a massive social media brouhaha.
The internet slammed the brand for posting offensive images of its models with members of the African Masaai tribe.
#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
#SanaSafinaz using African culture as subservient props for a shoot is exactly why I'm not buying their lawn this time! This isn't the first time this brand decided to appropriate a group of people who are often referred as disadvantaged #BoycottSanaSafinaz @sanasafinazoff https://t.co/Vpkl0wvwq2
— Heena Khaled (@HeenaKhaled) March 8, 2018
Nevertheless, Sana Safinaz has now cleared the air regarding the ideology behind the campaign and explained in detail the vision for choosing to shoot with the Maasai clan.
Read their complete response here!
The brand has stated:
“We are not infallible and neither are we strangers to controversy. We appreciate the burden of responsibility placed upon us and we try and carry this forward with care and consideration. We want to categorically state that at no point did we want to offend anyone.”
Clearly, the brand’s intention was never to offend anyone and that their idea was to
“showcase [their] product in a different way, never to exploit or conjure up negative thoughts or ideas”
In its thoughtful post, the brand revealed how African culture has intrigued them over the years.
Since the Masaai community is highly dependent on tourism to sustain themselves, Sana Safinaz created an initiative to merge the two cultures, exhibit the rich African heritage and pure hospitality of its natives.
The coveted brand had an exciting experience shooting the campaign with the tribe.
It is noteworthy how Masaai group greeted the team from Pakistan. Their leader gave them a warm welcome by their traditional dance, featuring both men and women.
Consequently, in order to thank them for their generosity and give back to the Massai people, the fashion house has even donated funds generated from the campaign to establish a school for the local children.
What do you think about Sana Safinaz’s lawn controversy?
Let us know in the comments below.