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Model Maha Tahirani criticizes colorism


Gulmeena HamidWeb Editor

06th Oct, 2020. 11:22 pm
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Maha colorism

Maha Tahairani is a new rising star in the fashion world and turned down a fairness cream rebranding campaign at the beginning of her career. 

The new model expressed her feelings regarding the usage of fairness creams and advised people to feel comfortable in their own skin.

Taking to her Instagram account, the model wrote,

“Growing up a dusky girl shouldn’t have been as hard as it has been considering I was born and raised in a country where the masses carried the same BROWN color as me. I was brained believing my color was far from the standard of beauty, and I blame the trending product adverts promoting a specific color as beautiful. I can only imagine the amount of time it took for me to heal from the shackled criteria and I was fortunate to regain confidence.”


She went on to write,

“Recently I was approached by a fairness rebranding agenda. I dropped it, but I couldn’t resist mentioning how it sent chills down my spine. Here’s what I found problematic about them trying really hard to take on board a dark/dusky model. Their desperate attempt to hire a dark girl was, to say the least saddening. It is appalling how its thought that hiring a dusky girl will do damage control to years of colorism that has been promoted. It took them years to recognize the masses of their target audience. Let me mention that there’s no going back from the skin bleaching, hating your color dilemma “fair is pretty” agenda created.”

She concluded by saying,

“Being a first-hand sufferer I take it upon myself to shut colorism and never promote anything that creates a standard and shadows our young minds. This country is one of diverse colors, and let nobody ever tell us what ‘BEAUTY’ looks like, because let this be clear once and for all, beauty has no color, gender, state, or country. Let’s let our country free from the shackles our women have suffered for ages. SHAME, if any such thing is ever raised or promoted in my beloved country.”

 

View this post on Instagram

 

Growing up a dusky girl shouldn’t have been as hard as it has been considering I was born and raised in a country where the masses carried the same BROWN colour as me. I was brainfed believing my colour was far from the standard of beauty, and I blame the trending product adverts promoting a specific colour as beautiful. I can only imagine the amount of time it took for me to heal from the shackled criteria and I was fortunate to regain confidence. Recently I was approached by a fairness rebranding agenda. I dropped it, but I couldn’t resist mentioning how it sent chills down my spine. Here’s what I found problematic about them trying really hard to take on board a dark/dusky model. Their desperate attempt to hire a dark girl was to say the least saddening. It is appalling how its thought that hiring a dusky girl will do damage control to years of colourism that has been promoted. It took them years to recognise the masses of their target audience. Let me mention that there’s no going back from the skin bleaching, hating your colour dilemma “fair is pretty” agenda created. Being a first hand sufferer I take it upon myself to shut colourism and never promote anything that creates a standard and shadows our young minds. This country is one of diverse colours, and let nobody ever tell us what ‘BEAUTY’ looks like, because let this be clear once and for all, beauty has no colour, gender, state or country. Let’s let our country free from the shackles our women have suffered for ages. SHAME, if any such thing is ever raised or promoted in my beloved country. #ENDColorism #PakistanZindabad #LetWomenBe ft this image, that is if not an accurate, the closest depiction of what I feel! #MahaTahirani

A post shared by Maha Ishaq Tahirani (@mahatahirani) on

Many of her followers as well as colleagues from the industry appreciated Maha for the bold step.

Recently, model turned actress Amna Ilyas also raised her voice against colorism in Pakistan and urged her fellow colleagues to stop endorsing fairness creams.


 

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