Sana Safinaz

Sana Safinaz

Sana Safinaz may be a Pakistani article of clothing and accessories retail merchant that is predicated in Karachi, Pakistan. It sells off-the-rack, unstitched and high fashion.it absolutely was based by 2 shut friends Sanaa Hashwani and Safinaz Muneer in city, Pakistan.

In 2014, they celebrated their Silver Jubilee on completion of 25 years of their retailing history

ü History

The business was started by two young women, Sana Hashwani and Safinaz Muneer in 1989 with seed investment of a few thousand rupees. The brand is one of the best brands in the clothing industry in Pakistan. Back in 1989, it was difficult for women to participate in workforce or become entrepreneurs or become fashion designers. People felt pitying girls World Health Organization add the business. They both started the business with attention to provide haute couture for Pakistani clothing industry but later switched their business to pret as pret is in high demand in Pakistani business. In begin, there were few tailors with few thousands in their bag and can never imagine that their business will grow and spread in whole of Pakistan. Now both are married and well settled.

ü Growth

In October 2017, it absolutely was according that Pakistan is one among the countries whose social class is growing quickly. It is among the eighteen largest countries of the globe by bourgeoisie range. It is expected that Pakistani middle class will continue to grow as their population increases. With that range in mind it's one among the enticing markets within the world.[3] Most of Pakistani businesses try to focus on that bourgeoisie and same is true for Sana Safinaz.[1] They switched from couture to pret and made their clothes cheaper so they can increase their sales and therefore revenues.[2] This enabled their business to grow from small shop with few tailors to one of the largest retailer in Pakistan.[2]

ü Controversy:

Sana Safinaz were criticized recently for his or her racist advertisement campaign throughout the launch of their field assortment 2018. People blamed them for using disadvantaged group Maasai tribe from Kenya as a means of advertising their new lawn collection 2018. According to the individuals on social media, Sanaa Safinaz, projected them as a subservient cluster. They, however, issued a statement in which they defended their idea and assured they have removed controversial images of models posing with members of Maasai tribe from Kenya, Africa.

Pakistani fashion complete Sanaa Safinaz criticised for advertising campaign

The popular complete apologised for the campaign that includes Sanaa Safinaz models and members of Kenya's Maasai tribe.

The popular Pakistani fashion complete Sanaa Safinaz is facing serious criticism reception, after a photoshoot abroad.

The complete launched its summer assortment on March ten, that includes Sanaa Safinaz models sitting with members of the Maasai tribe in Republic of Kenya.

Critics say the complete used the tribesmen as props rather than having the models act with them during a real method.

Many took offence to photos showing Maasai men holding umbrellas for the models.

"As a possible client World Health Organization will purchase Pakistani garments on-line, after I see that, I see that the native man is of a lesser worth than the model," Sosun Mubbashar, a rights activist, told Al Jazeera.

"There should be no need to exploit the people and culture of the land," Mubbashar added.

ü Apology

Safinaz Munir, one of the founders of Sana Safinaz, said the backlash against the brand was unwarranted.

"First of all, you'll notice that many of the negative comments on Instagram and Twitter are coming from paid accounts, from fake accounts," Munir told Al Jazeera.

"And even therewith, if you look at the response we've gotten, you'll see that of 400 comments, 300 of them are positive. People are loving this campaign," she said.

Following the criticism, the brand removed the offending photos from its social media platforms and posted an apology and explanation about its intentions.

"Two years ago we read an article on the internet that talked about ethical tourism," the statement read. "It describes the plight of African tribes that were being exploited," it said.

"The article went on to mention that avenues promoting accountable touristry exist that encourage and support native comes," it added.

"We do apologise deeply for any offence we've got caused despite this ne'er being our intention."

The brand maintains that it employed the Maasai people photographed for the campaign.

'Wider conversation needed'

The apology itself prompted criticism from many, including feminist sociologist Nida Kirmani who said the apology "replaces one colonial fantasy, of going to Africa and discovering this exotic place and exotic individuals, with this other colonial fantasy, of a white saviour complex."

Salima Feerasta, editor of karachista.com, said it is not just the brand that is guilty of such elitism.

"I think it's time to have a wider conversation about how designer collections are sold in Pakistan," Fee Rasta told Al Jazeera.

"It's an aspirational product, and as such, it's positioned in such a way that campaigns routinely show models in exotic locations, enjoying the trappings of luxury."

The brands Elan, Saira Rizwan, and Farah Talib Aziz have all been criticized for campaigns. Fee Rasta said this is a trend that needs to change from within the industry.

"Designers have a responsibility," she said. "They have a client base of millions, and subtly they will amendment the method individuals see the globe," she further.

"With these campaigns, they can reinforce stereotypes, or they can break them. So maybe it's time to talk about how they use that power."

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