All, and I do mean everyone, are making a fuss at the moment (again) about social media sensation Maleesha Kharwa’s journey from the slums of Mumbai to becoming…wait for it…”Slum Princess”. “Slum Princess”-how derogatory is that.
Maleesha garnered her way into the world of high end modeling and beauty campaigns due to her “realness” via social media and thanks to a chance meeting with actor Robert Hoffman who helped her setup a social media and gofundme profile. This is a really big deal but not only for the reasons why you might think it’s a big deal.
A really big deal you ask? YEAHHH!, A REALLY BIG DEAL. Why, so? Well, It’s surprise surprise how did this happen and why didn’t we see this for ourselves all along. It’s class and colour all over again isn’t it. I mean…really.
The great breakthrough: dark (or dusky if it makes it more palatable for you), poor and slum-dweller directly to the clicks of the photographic lens and onto the glossies of the Vogues and Cosmos placed on top of the coffee tables of the well-to-do and the who-to-know. They love a good rags to riches story but would never look to the direction of the slums to aid in influencing a rags to riches story themselves. The well-to-do and the who-to-know simply sip their chai served to them by those very same Dharaviwalas.
Let me put even more of my two cents in, as if I haven’t already done so. Here we go>>>>>DID IT REALLY HAVE TO TAKE A WESTERNER TO SEE THE POTENTIAL AND BEAUTY IN THE MALEESHAS OF THE SLUMS TO HELP TO CURATE A PLATFORM, OR AN OPPORTUNITY??? How many glitteraties and fashionistas of the creative space, who are now bandwagonistas of Maleesha, are willing to go to the slums of Mumbai where some of the rarest beauty and creativity of the city dwells. Not many. Too poor, too slum, too dark. Not our cup of tea, thank you.
I will be honest, though, ’cause that’s how I roll. Beauty through the lens of the colonial mindset does not facilitate dark skin. The fact that beauty brand Forest Essentials booked Maleesha to represent their ideals of beauty in a sea of other beauty campaigns that stresses “fear not being fairer” shows that the times they-are-a-changing. Truth be told, it was not that long ago (more like yesterday) when people of dark complexion and particular social status wouldn’t dare dream of having their likeness represented within the world of Asian fashion and advertising.
“Dark
butand beautiful.”
Strangely, when aspiring models from the “dark world” went to the casting directors and agencies in the west, there were limited spaces made for them. Spaces which were not available in their own countries. These models from the “dark world” have had a fair amount of success in the west, after which, the gatekeepers of the perceptions of beauty in Mumbai began to usher in an industry shift. Slightly.
The slight changes became more and more evident at the likes of Lakme Fashion Week and an April 2010 cover of Vogue [Vogue India celebrates the skin tone the world covets], which I gave the side eye. It is as though because colonial Britain monopolized on the already implanted invader invasive mindset of the meritocracy of colour, we then have to wait on the western world to let us know when to dismantle the f*ckery.

Robert Hoffman is not responsible for Maleesha Kharwa’s success. Maleesha is responsible for her own success, Robert and Forest Essentials are just a part of it. They showed her an open door and she walked through it and shined. There are many throughout the slums of the world wanting to shine, but will never find that door to do so.
Let’s see how long before Maleesha’s management team options her for a campaign for fairness cream….Just Saying.
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