The apology that the brand has now given in their recently published statement is a petty attempt
KARACHI: The controversy surrounding the latest social media campaign of a leading fashion brand of Pakistan, Sana Safinaz, highlights the fact that at least a significant number of Pakistanis using social media are aware of the discrimination that plagues our society.
In their latest lawn campaign, the high-end fashion brand went to Kenya to shoot their spring campaign where white-skinned models were placed alongside black men, who were used as mere props. This systematic oppression of black skin that reduces its holders to props to enhance someone’s whiteness dates back to the times of slavery and has deep sensitiveness attached to it. Assuming that the brand that targets independent educated working women with their overpriced lawn collection had no idea about this racism does no one a favour.
Therefore, the apology that the brand has now given in their recently published statement is a petty attempt. It has perhaps become a norm for brands to make problematic content and when people call them out on it, they publish a mere apology stating that ‘their intentions were not to hurt anyone’s sentiments’. The real question is how long would brands be allowed to indulge in such ignorance and when exactly are they willing to learn about the discrimination that plagues their society?
Mere apologies should not be accepted anymore and it’s time brands started putting conscious efforts to know better or employed people that are more aware.
Mehwish Navaid
Published in The Express Tribune, March 12th, 2018.
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