#UnfairandLovely; A social campaign that celebrates dark skin. A transgression against the belief that fair skin is the most attractive. In response to the advertising around several South Asian countries that promote skin whitening products, leading to people who eventually bleach their skin.
Inspired by a campaign project by Mirusha Yogarajah whom posted a series of images of her South Asian sisters; “promoting colorism and the under-representation of people of color on the media.” Her series “Unfair & Lovely” inspired the hashtag campaign #UnfairandLovely named after the Indian skin-lightening cream Fair and Lovely.
Unfortunately, fair skin has blindly become a yearning for many South Asians. Rather than a focus on complexion; we should commit to blurring the lines of these boundaries that divide people. To dream of a world where people are judged not by color but by their character.
Photography and hair by Inez Moro/ Makeup by Krista Roma/ Assisted by May Valderamma and Grai Alvar