Fairness is a deeply held social issue in India, often associated with beauty, success, and high social status. Due to colonial legacy and historical prejudices, fair skin is preferred in Indian society, while dark skin is often viewed negatively. This preference is not just personal but part of a broader cultural stereotype.
Colour symbolises beauty. Fair skin is highly preferred in marriages, and numerous products and practices exist to achieve this. Everyone desires a fair bride. Furthermore, married couples often desire fair-skinned children. This stereotype predates colonial rule (British times), dating back to the Aryan and Dravidian eras, where fair skin was considered aristocratic.
While fair skin is widespread, it is more common in northwestern states like Punjab, Himachal Pradesh, and Haryana. Indian media, films, and songs often portray fair skin as “crazy” or attractive, further reinforcing this perception. However, efforts are now underway to change this perception among younger generations. People are prioritising personality and qualities over complexion, but the allure of “fairness” remains.
Awareness against this mindset is growing. Many individuals and advertisements are now speaking out against “colourism” and rejecting the notion of fair skin as the sole standard of beauty. Dark-skinned people around the world are also reaching great heights. Skin color has no connection to talent. If you possess talent, you can make a name for yourself globally. Today, in any field of society, be it industry, business, startups, or education, dark-skinned people are making their mark.
It’s heartening to note that mindsets have also shifted significantly in the fashion world. Bhavita Mandwa is the second Indian woman to be featured in British Vogue magazine. Bhavita Mandwa’s achievement marks history, as she is the second Indian to achieve this opportunity with a dusky skin tone, a signature Indian beauty. This is the girl who has redefined beauty standards in the fashion industry.
Priyanka Chopra, who preceded her, is also the queen of India’s dusky complexion. Bhavita Mandava is a Telugu-born woman. This 25-year-old, 5-foot-9-inch model grew up in Hyderabad. She graduated in architecture from Hyderabad’s Jawaharlal Nehru Technological University. She then pursued further studies in New York. During that time, Bhavita met designer Matthew Blazy and was offered the opportunity to walk the ramp as a featured model in the 2025 Spring/Summer show. Subsequently, Bhavita Mandava became the opening model for the Metiers d’Art 2026 Chanel fashion show.
In an interview, Bhavita said, “Opening the Chanel fashion show was very special for me.” This achievement of mine in Western countries gave rise to the idea of whether Indian women can be considered traditionally beautiful. It’s undeniable that colorism prevails in India, and the primary criterion for beauty is that a girl should be fair. In such a world, Bhavita Mandawa’s achievement holds immense significance.
Many dusky-skinned women have graced Vogue magazine before Bhavita Mandawa, but their numbers are very limited, including Priyanka Chopra. “Dark-skinned girls feel seen,” she said, emphasizing that her success is not just individual but collective. By embracing her Indian identity and natural features, she represents a paradigm shift toward inclusivity in an industry that has often marginalised diverse voices.
While Chopra embodied the glitz of Bollywood and Hollywood on covers, Mandawa represents a new generation that combines academic achievement, design innovation, and dominance on the ramp. With her unique combination of intelligence, artistry, and powerful ramp presence, she is poised to become a significant figure in the international fashion world. Industry experts consider her an inspiration to designers like Matthew Blazy, and her ability to work across multiple sectors sets her apart from her peers.
Due to geopolitical tensions, brands are prioritising flexible and adaptable supply chains over cost-cutting to withstand global shocks. Global fashion is no longer solely emulating Western standards, but instead, Indian homegrown garments and formal ceremonial styles are gaining importance.
Bhavita Mandava, an Indian model, could become a role model for young women. In India, the obsession with fair skin is slowly changing, but it still remains a strong social stereotype.
