Sana Safinaz faces backlash for what people call racist campaign

The brand just launched their Spring Summer collection for 2018 and it just didn't sit well with Twitterati

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.

#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 (@NidaKirmani) March 7, 2018

"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.

https://twitter.com/sosunm/status/971535020056756225

"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.

I am sorry am I missing something here with this campaign? Sanasafinaz using these people as an ornament to selling their over priced lawn?? Mind blown at why they would deem this acceptable to the slightest. #disturbingAF pic.twitter.com/rVcWyXJfnF

— S H A H (@ShahTalks) March 7, 2018

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.

#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

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?"

https://twitter.com/HaadeaP/status/971655637087252480

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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