Famous Pakistani Model Lashes out at Brands For ‘Color Shaming’ And This is Not Cool

This model lashes back at shade shaming. Mushk Kaleem is an up and coming model in the Pakistani modeling world. She’s worked on important tasks and campaigns in the Pakistani trend industry. She was very rapidly climbed the ranks and has end up a force in the industry.

Mushk took to Instagram to discuss about the colour shaming in the fashion industry.

Colorism, every now and then referred to as ‘color shaming’, has usually existed in our industry, but only lately have humans begun to speak up against it. Colorism describes the prejudice in opposition to humans with darker pores and skin face or the bias towards fairer skinned humans over darker skin tones.


The tales are pretty horrifying. According to her post, she’s been advised that brands desire lighter make-up to make a shoot ‘appropriate’ for their clientele.

According to her post, manufacturers concern dealing with backlash, but for all the incorrect reasons.


They choose to use models who look ‘lighter’ because it suits in better with their image. She’s been informed that they need a ‘pretty feel’ for the shoot. REALLY? Do these brands not understand we stay in 2019. Some of her revelations are truly shocking.

From ‘Fair and Lovely’ commercials to the hunt we endure for a ‘gori bahu’, this obsession with fair skin is unhealthy and toxic. More than being obsessed with ‘fair’ skin, we take any probability to downgrade darker skin tones. We instantly call any individual with darker skin a ‘bechaari’.

What’s equally regarding is that we are all so nonchalant about this. We see this shade shaming on a day by day basis, yet we let it go, which continues to make it ‘okay’. Brands and groups respond to patron demand, which is why they’re so daring in their bias towards ‘lighter models’.

Of course, manufacturers can take a bold stance in opposition to this culture, however it’s excessive time that we as customers grow to be greater aware of the matters taking place round us as properly as the messaging our manufacturers are sending out to us.

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