The lawn madness has already started and leading clothing brands have already released their ad campaigns. However, the campaign of one of the leading brands, Sana Safinaz, did not sit well at all with the masses.

The photo-shoot of the latest lawn collection shows models wearing the latest numbers from the lawn collection amid a backdrop of African culture. In a number of pictures, the African people can be seen in the background, doing things for the model. The ad campaign is allegedly racist, and it did not do well with the people on social media.

“Sana Safinaz learned nothing from their infamous ‘coolie’ ad campaign a few years ago. Now they’re at it again appropriating African culture and using black people as props. Apparently racism sells!” wrote a Twitter user Nida Kirmani.

“Sana Safinaz, a large Pakistani clothing brand using native Africans and their culture as props. Y’all still want to tell me the deep rooted racism in Pakistan is not there? Try again,” said another user.

Heena Khaled said that she will be boycotting the famous brand due to their ‘racist’ ad.

“Sana Safinaz using African culture as subservient props for a shoot is exactly why I’m not buying their lawn this time! This isn’t the first time this brand decided to appropriate a group of people who are often referred as disadvantaged,” she wrote.

Another Twitter user wrote, “Let’s talk about the regressive, racist, downright offensive Sana Safinaz shoot. It’s 2018 and they think it’s okay to use black figures as accessories and exploit black culture as a means to sell overpriced lawn?”

The brand has been taking down their controversial pictures

Sana Safinaz has previously come under fire for their 2012 lawn photo-shoot, in which the model can be seen among ‘coolies’ who are holding the model’s expensive bags.