#UNFAIRANDLOVELY: An Online Campaign That Takes on ‘Colourism’
#Unfairandlovely: An online campaign to fight stigma attached to the skin colour.
We all remember the ‘Fair and Lovely’ commercials which tried to convince us in our younger years that darker skin tones need to be fixed. The commercials left feminists fuming, and made so many Indian girls loath their now-revered dusky complexion. But time to junk those ludicrous fairness creams, ladies, if you haven’t already! You know you don’t need them. The hashtag #unfairandlovely – meant to embrace the darker complexion – has gained worldwide attention on social media and thousands have pledged their support.
21-year-old photographer, Pax Jones, along with sisters Mirusha and Yanusha Yogarajah, who are students at the University of Texas, conceptualised this campaign through a stunning photo series celebrating dark skin tones.
The Quint’s Zenia Diwan spoke to Pax Jones about what inspired her to start the campaign. Since the inception of the campaign, many women have shared their stories with the hashtag #Unfairandlovely.
The online campaign continues to inspire women around the world to embrace their natural beauty and cherish their skin tones. We want to leave you with this message from three ladies living in Singapore who have pledged their support to the campaign.
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