‘Hello! Pakistan’ released a campaign celebrating dusky beauty with a model who was black-faced, raising concerns over how to respectfully celebrate skin color.
Pakistani model Zara Abid is the face of ‘Hello! Pakistan’s’ egregious campaign but a recent shoot raise major concerns. It appears that her skin was made to appear darker for their attempt to celebrate dusky skin. Their caption read “dusky skin steals heart,” which is a great cause to get behind except but what was meant to dismiss the superiority of fairer skin only managed to become problematic.
The photo-shoot, led by stylist Khoji shows Zara clearly far darker than her original skin (and also sporting a questionable hairdo that seems to be an afro)
The Editorial spread appears to take elements of African culture entwined with subtle traits of our own, however, one can’t seem to take it seriously given the obvious darkening of the model.
The concern with using Zara as a model raises questions over why a model with the desired skintone wasn’t used instead.
The uncomfortable shoot begs to ask, why paint a fairer model when you can just hire a darker toned one?
Comments underneath ‘Hello! Pakistan’s’ post condemned using a fair model and black-facing her.
This Editorial spread is another despondent example of how our fashion fraternity drowns in ignorance and chooses to misrepresent ethnicity. Opting for a naturally dark model rather than black-facing a fairer model would have been such a wiser choice. How do you feel about this? Let us know in the comments section below.
A Parlor In Lahore Lightened My Skin Color With Makeup And It Shows How We’re Still Obsessed With Being Gora