Cover Controversy…

Okay ELLE India, a little slack for the Aishwarya Rai cover is justified!

<– Click Aishwarya’s picture for the Styleite.com’s article by Julia Rubin.

Lighting washes in fashion shoots, agreed.. Ash is a fair Indian chick already, agreed.  Many fashion mag covers internationally misrepresent skin-tone ( and other aspects) through intense retouching on models of every ethnicity, yes… it happens all the freakin time.

Take a look at Bipasha on Vogue India below. One of my FAVORITE covers this year, Bipasha’s never looked better, but yes, her skin shown here is much lighter than her natural dusky hue.

So ELLE you are not alone, however….


A legacy of colonial times, skin tone sensitivity is an issue in the Indian subcontinent, and ELLE, you can make a difference.

I think that fashion media can very easily, without intention, perpetuate the already existing notion that fair skin equals beauty, but also have the ability to be great advocates for a much-needed change of thinking in this part of the world.

Take for inspiration, the North American publication South-Asian Bride. Deepika’s beautiful illuminated dusky skin…looks velvety and perfect. She also looks naturally and beautifully South Asian

because guess what?

That’s what she is.

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5 thoughts on “Cover Controversy…

  1. Agree ! It is done world over – several Asian countries, Middle East and like the Huffington Post said, in USA as well. I do wish Indian magazines would take a stance and not indulge in skin lightening. Even if one major magazine does – it could revolutionalize the world of retouching and skin tone lightening. I get that they were probably going for a contrast of the model vs. the background but they could have gone with so many other ideas using the model’s natural skin tone.

    on a side note – *love* Deepika on South Asian Bride. The golden skin and the absence of kajal overload – love love love !

  2. Agree ! It is done world over – several Asian countries, Middle East and like the Huffington Post said, in USA as well. I do wish Indian magazines would take a stance and not indulge in skin lightening. Even if one major magazine does – it could revolutionize the world of retouching and skin tone lightening. I get that they were probably going for a contrast of the model vs. the background but they could have gone with so many other ideas using the model’s natural skin tone.

    on a side note – *love* Deepika on South Asian Bride. The golden skin and the absence of kajal overload – love love love !

  3. I’m not sure you can blame skin tone sensitivity on colonial legacy… “brownkind”‘s obsessions with fair skin goes back to a time before prathas 😉

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