Pakistani fashion label Taana Baana is facing widespread criticism following the launch of its Eid-ul-Adha collection titled “Qurban,” which featured a photoshoot showing female models dressed in the brand’s new outfits posed alongside freshly cut sacrificial meat.
The campaign, intended to creatively connect fashion with the spirit of sacrifice associated with the festival, has instead triggered debate over cultural sensitivity and the use of religious symbolism in advertising.
The brand, known for its premium unstitched and ready-to-wear fabrics, released the promotional images ahead of Eid-ul-Adha.
The visuals quickly drew backlash across social media platforms, with many users calling the concept unsettling and tone-deaf given the religious and emotional significance of the occasion. Critics argued that the imagery undermined the sanctity of Eid-ul-Adha, a festival deeply rooted in sacrifice, charity, and the distribution of meat to those in need.
Taana Baana issued a disclaimer stating that no meat was wasted during the shoot and that the materials were used responsibly. However, the explanation did little to calm public criticism. Social media users described the campaign as confusing, questioning whether the brand was promoting clothing or meat, while others labeled the idea distasteful and lacking creative judgment.
Several comments suggested the outfits appeared more suitable for a meat market than festive celebrations, reflecting discomfort with blending religious symbolism and high-fashion aesthetics so directly.
The controversy has also sparked broader discussion about advertising boundaries in Pakistan’s fashion industry.
Some users accused the brand of attempting to gain attention through shock-value marketing rather than meaningful branding, while others criticized the creative direction as unprofessional. Despite the backlash, Taana Baana has not issued a detailed clarification beyond its initial disclaimer.
The promotional images continue to circulate widely online, further fueling debate around cultural and religious sensitivity in commercial campaigns.
Taana Baana is a prominent Pakistani clothing brand recognized for its versatile collections ranging from formal elegance to casual wear. The label has previously positioned itself as pushing creative boundaries in the competitive fashion market.
