INDIAN Vogue's latest issue is tackling colour prejudice within the country, with a cover promoting darker skinned models. Under the headline The Dawn Of Dusk five bikini-clad models, including Londoner Gia Johnson Singh, aim to dispel the prevailing belief in the sub-continent that pale skin equals beauty.
"Every generation has its share of beauty myths. Perhaps it is time to bust this one," the editorial says. "Time to say that as a magazine we love, and always have loved, the gorgeous colour of Indian skin...dark, dusky, bronze, golden - whatever you call it, we love it."
Fuelled by the appearance of light-skinned Bollywood stars and models, the demand for skin-whitening creams - from brands including L'Oreal and Unilever - grew 18 per cent last year and is set to increase by a predicted 25 per cent this year, the Times reports. The Vogue cover has been praised by the country's fashion insiders for addressing the issue in a positive way.
"Skin colour matters a lot for women in India," Nirupama Singh, an expert on the sociology of fashion told the Times. "Fairness is a very valuable thing here, looked on as desirable. The fashion world can be a big agent for change in this area."
Comments (4)
Sounds really interesting :D
very good
Bogdana Udovikina: Men in India these days prefer lighter skin for themselves as well as their partners. Also with the popularity of Indian TV serials and movies abroad...people are getting more conscious about what they show to public.
Thats interesting, i thought in India dark skin will be considered beautiful as most Indian people are dark, but i suppose its the same as in Asian countries they like big eyes better.