Sana Safinaz apologizes after social media backlash

LAHORE: Sana Safinaz, one of Pakistan’s most recognizable design houses, has apologized after being criticized for a fashion campaign that has been described as “not thought through” and “wilfully offensive.”
Its summer collection was shot against the backdrop of the Masai Mara National Reserve in Kenya, and included members of the Masai tribe, which calls the region home. Social media users in Pakistan have accused the brand of using the tribespeople as props.

Then the designer duo stayed silent, this time they chose to respond with an explanation behind their campaign concept, their relationship to the Masaai people and also an apology to their consumers and the number of people who took issue with the editorial.
“We do apologise deeply for any offence we have caused, despite this never being our intention." An official statement by Sana Safinaz reads.