Racist Ad Campaign of Sana Safinaz Summer Collection 2018
Sana Safinaz Summer Collection 2018: The summers are almost here and so are the lawn wars. Due to the plethora of lawn brands in the market, all the brands are under considerable pressure to make their 2018 Spring/Summer campaigns truly unique. Sana Safinaz, considered to be amongst the pioneers of “designer lawn” is one such brand whose effort to stand out of the myriads of lawn campaigns launched this year has backfired.
Social media users across the board are calling their campaign racist and offensive.
For some using the indigenous Africans as props to depict their super elite overly priced lawn collection is downright outrageous. It seems that the brand is insensitive enough to demean African culture and natives who are depicted as a backdrop for the lawn adorned diva. One picture even shows the model as standing on Zebra skin, while another shows a native holding an umbrella to shelter the lawn clad mademoiselle from the scorching African sun. The overall campaign reeks of racism and elitism causing a lot of people to boycott this years collection.
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Its also interesting to note that the Sana Safinaz lawn has been accused of plagiarizing the campaigns and designs of international labels. The campaign is a huge question mark on the credibility and creativity of this designer brand and the social media reaction to it just shows that brands need to be more vigilant and aware of cultural insensitivities before conceptualizing their campaigns.
