Sana Safinaz faces backlash for what people call racist campaign

Published: March 8, 2018


KARACHI  : One of Pakistan’s leading clothing brand, Sana Safinaz has recently come under fire for an alleged racist campaign.

The brand’s recently launched 2018 Spring Summer collection didn’t sit well with the Twitterati.

“Sana Safinaz 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!” wrote a Twitter user Nida Kirmani.

“Sana Safinaz, a large Pakistani clothing brand using native Africans and their culture as props. Y’all still want to tell me the deep rooted racism in Pakistan is not there? Try again,” said another user.

“I am sorry, am I missing something here with this campaign? Sana Safinaz using these people as an ornament to selling their over priced lawn?? Mind blown at why they would deem this acceptable to the slightest,” wrote one user.

Heena Khaled said that she will be boycotting the famous brand due to their ‘racist’ ad.

“Sana Safinaz 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,” she wrote.

Another Twitter user wrote, “Let’s talk about the regressive, racist, downright offensive Sana Safinaz  shoot. It’s 2018 and they think it’s okay to use black figures as accessories and exploit black culture as a means to sell overpriced lawn?”

This is not the first time, the brand has come under fire for their photoshoot. Previously, the notorious ‘coolie’ shoot back in 2012 also received a lot of flak.

The Express Tribune has contacted Sana Safinaz and is currently awaiting a comment.

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Reader Comments (5)

  • Bunny Rabbit
    Mar 8, 2018 - 4:28PM

    serriously whats wrong with this . if the back ground were in white skinned dominated , then would they have said the same thing ? Recommend

  • Nobody
    Mar 9, 2018 - 4:57AM

    Actually The black women look better and carry of their attire better than the model !!!!Recommend

  • Rehan
    Mar 9, 2018 - 11:24AM

    I think its not about Black people or Black women be used as an ornament for selling clothes or commodities……..apply it on any ad and see women are always used as an ornament for selling cars, cigarettes, mobiles, men suiting, shaving creams, perfumes, shampoos, you name a product and behind every product women are used as an ornament to sell products….its ok with you all because its your business?Recommend

  • sanjiv
    Mar 9, 2018 - 1:53PM

    Racism is in people’s mind.Not in this Ad. The Ad is however very catching and the designer deserves all the praise.Recommend

  • Tay
    Mar 10, 2018 - 1:55PM


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