A market where fairness creams sell the most, where Fairness is all the standard of being richer and coming from a better background—the same land has now become the land for Designer Ayush Kejriwal’s favorite models.
Indian markets for fairness creams stands at a worth of Rs 3000 Crores (approximately)! To change this notion of beauty, Designer, Ayush Kejriwal is trying to challenge this notion of 'Fair is beautiful' with his work.
Here's a look of what his models look like-
"It is assumed that to be a model you need to be fair and skinny because that makes you pretty. But that is not true. I want to work with models of all skin tones and sizes because who even decides what is beautiful? Dusky women are often told they cannot wear bright colours but I want to dress up dusky models in beautiful, bright colours. The idea is that you can wear whatever makes you happy." Says Ayush.
-PTC News