Popular Pakistani fashion brand Sana Safinaz has sparked an uproar after unveiling a campaign featuring members of Kenya's Maasai community, with critics accusing the brand of using Maasai men 'as props'.
The brand's summer collection, released on March 10, featured Maasai men holding umbrellas for Sana Safinaz models and standing by as the models posed.
The campaign stirred controversy in Pakistan, with the story since having been picked up by international news agencies such as Al Jazeera.
Activists who spoke to Al Jazeera explained that they considered the images demeaning to the Maasai.
"As a potential customer who does purchase Pakistani clothes online, when I see that, I see that the native man is of a lesser value than the model.
[caption caption="An image shared by Sana Safinaz as part of the campaign"]
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"There should be no need to exploit the people and culture of the land," Sosun Mubbashar, a rights activist, told the network.
One of Sana Safinaz's founders, Safinaz Munir, came out to argue that the attacks were unwarranted.
Following increased criticism, however, the company issued an official apology.
"We do apologise deeply for any offence we have caused despite this never being our intention," it wrote.
Sana Safinaz also maintained that they had employed all the Maasai people they worked with on the photoshoot.
[caption caption="An image shared by Sana Safinaz as part of the campaign"]
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