well recently a new campaign by the famous clothing company has been making rounds on our television sets, billboards and social media. The advertising campaign has a slogan labelled as #meinperfecthun and features women with short hair, curly hair and women with not so fair complexions. The issue is that they have completely missed the opportunity to liberate females who hide behind closed doors, fearing that they aren’t beautiful enough , aren’t eye-pleasing enough to the modern society. Instead they choose to opt for models lathered with makeup which show them as recently liberated women and are not afraid to say that they are “perfect”. Imagine how a girl with pimples or acne who is afraid to show her face to the outside world must think when a model who shows her perfect jawlines and contoured cheekbones coming out and saying “now I’m not afraid to say my imperfections make me perfect”. They missed a golden opportunity to show women who have been acid attack victims, women with dark complexions as they are deemed the ugly duckling in our society, if they had gone through with their campaign with women who are constantly under society’s “complex ka shikaar” not only would it have been a huge step in the liberation of socially attacked victims it would have shown how beauty is subjective and how these women are not afraid to come out in the open now. Maybe just maybe it would have shown how objective our society has become in terms of beauty, and this could have been an eye-opener for them ,it could have filled confidence in those young girls who think they aren’t beautiful enough to rock that new dress that they loved. But Alas! Even a top-selling brand even succumbed to the objectification of women in our society and with such a hypocritical title! Just recently a runway show organized by ‘mbfashionweek’ featured models in wheelchairs, down-syndrome and amputees, so the question we must ask the brands we buy is that, do they really liberate our social circle or just engulf them in more complexes?
Osaid ali khan (team ps)