Dare to bare: Are Indian models ready?

From Kate Moss to Claudia Schiffer, every international supermodel has breezed down the ramp clothed in sensuous lingerie.

However, despite the fact that itsy bitsy couture is rampant both on the runway and in raunchy Bollywood item songs, being a lingerie model is a rarity in India. Indiatimes explores the reluctance of Indian models to pose in bare essentials...
It’s not uncommon to find a Cindy Crawford or a Christy Turlington staring down from a billboard dressed in nothing but sheer linen. Neither is it a secret that Victoria’s Secret, the five billion dollar lingerie giant, has launched the career of dozens of supermodels including Heidi Klum and Gisele Bundchen. Lingerie modelling is big business in glamville - if you are a face of a renowned lingerie brand, you are immediately noticed as the next big thing.

But that’s the story about the West. When it comes to desi models you will seldom find them strutting on the ramp in bits of cloth. That’s not saying that Indian models are coy, but we still need to open our minds to a model prancing in a negligee. Model Joey Mathew who recently posed for ETAM, a French lingerie brand says, "Its not that Indian models will refuse to work in a lingerie campaign, at least I wouldn’t, but yes there are a few prerequisites like the brand has to be established and I must be convinced about the product."

A question of no choice

But why is it that we haven’t discovered a single model daring to be the ambassador for a lingerie or swimwear brand. Answers model Tinu Verghese, "May be it has got to do with the fact that we do not have many decent choices to make. How many times does a classy lingerie brand comes and ask an Indian model to pose for them?"

Though lingerie sales is booming in the country and the concept of exclusive lingerie stores is catching up, it may still take some time to find a model or a celebrity for that matter who is ready to parade in bare essentials.

Social stigma

One possible reason for this is that Indian society is still ruled by dogmas. A model may wear next to nothing on the ramp, but the very fact of being labeled as a lingerie model scares off many.

An upcoming model on condition of anonymity relates, "The modelling world is full of facades. Most models would want to model for lingerie but they are apprehensive that their alternate career in movies may get short circuited. After all, being bold and brazen is not exactly the right image to portray."

Agrees another industry insider, "It’s all hypocritical. If anyone were to saunter inside the green room, one will find models carelessly sitting in various stages of undress. All this in front of male models, hairstylists, choreographers, et al. So there is no question of modesty; it’s all about the fear of being typecast that plagues most models."

Who dares wins!

Some models, very few in number of course, have approached the issue in a professional manner. Model Tinu Verghese says, "I have shot in various catalogues and magazine editorials. I have posed in a bikini, lingerie and have even gone topless. Yes, I have even shocked my mom with my care-a-damn attitude. Because for me it’s my work and I do not see it as an eye popping issue."

Agrees model Muzammil Ibrahim, "I applaud women who do justice to their work; it's not about nudity but a call of their work. If I have a girlfriend who is a model, I would not mind seeing her in a swimsuit or lingerie."

Model Deepika Padukone adds, "When I did the Kingfisher swimsuit calendar, I posed in swimwear but the entire shoot was done in such an aesthetic manner that it was far from vulgar. I am not averse to something like that."

Who do we choose?

There have been widespread speculations on whether Indian models have all that it takes to be the face of a lingerie brand. Interestingly, it's not looks but the attitude that calls for attention.

Designer Paras from Geisha Designs says, "A few seasons ago we launched a collection that was very risque. It comprised of daring cycling shorts and tiny bustiers. We needed a model with the right attitude to do justice to such clothes. And our choice was Joey Mathew. She has got a body that is best for such clothes."

In Hollywood, established stars never have any apprehensions when it comes to a lingerie campaign. Take the case of Maggie Gyllenhaal, who signed the deal with lingerie brand Agent Provocateur recently. In fact, Edwark Rozek, Victoria Secret's chief marketing officer, reportedly said the company meets at least one celebrity a month begging to model for the brand. However, back home such enthusiasm about being a lingerie brand ambassador is hard to find. Arguably enough, till our celebrities shed their holier-than-thou attitude it is rather tough to imagine any of them doing justice to a lingerie campaign. What say?

zofeen.maqsood@indiatimes.co.in


Source: Indiatimes Lifestyle