Flawless skin, a perfect figure and a beautiful face — just a few things most of us would intuitively associate with a brand ambassador of a fashion label. But here’s a campaign that challenges the stereotype. A face that has undergone several reconstructive surgeries will now represent a fashion label.
Clothing brand Viva N Diva has signed acid attack survivor Laxmi as their ambassador. The initiative marks the beginning of a campaign, led by Viva N Diva, in which more acid attack survivors will get the chance to be faces of different brands.
“Such initiatives change mindset. I have personally experienced it when I got my first anchoring assignment. When we walked the ramp during a programme organised by Hindustan Times in Lucknow, people supported us. I am sure this initiative will also bring about a positive change,” Laxmi said.
Giving details about the initiative, Ayushi Rastogi of Viva N Diva said they were motivated to provide acid attack survivors a platform through which they could shed the tag of being a victim. “To the eyes that are used to seeing fashion models dolled up in front of cameras, this view was both disturbing and inspiring. For a moment, we saw beauty in a very different way and all that we could think of was to capture it in a way that gave it meaning,” said Rastogi.
Emphasising their campaign should not be looked down upon as a form of charity, Rastogi said “We have worked with Laxmi like we work with any other model — both in terms of payment and profit sharing as well as in terms of the shoot.”
Meanwhile, acid attack survivors praised the initiative. “People often laugh at our looks. Children get scared and call us ghosts. When such initiatives are undertaken, they make people understand that we, too, are like regular women. Although our faces have been ruined, beauty still lies within us,” said Laxmi.
It may be noted that acid attack survivors, in 2014, first walked the ramp at the HT Woman Awards function in Lucknow.