Is India ready for lingerie seduction yet?

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Parent Category: News and Stories

Posted in: Fashion n Modelling on Friday, 17 August 2007 00:00

Published on Monday, 30 November -0001 00:00

Written by Nitish Kumar

Hits: 1483

Indian subcontinent undoubtedly performing excellent in fashion arena but still lagging behind in skinny show i.e. lingerie promotion. Whereas it’s a craze in foreign to endorse and promote lingerie to get attentive exposure. From Kate Moss to Claudia Schiffer, every international supermodel has breezed down the ramp clothed in sensuous lingerie but when it comes to desi models you will seldom find them strutting on the ramp in bits of cloth.

What are the reasons that really prevent our models from stepping into lingerie industry, is it social stigma or what?

Up to some extent we can say that it is the typical Indian mindset that describes the nudity as vulgarity and that’s what certainly suppresses models from marching into lingerie promotion. An upcoming model on condition of anonymity relates, "The modelling world is full of shades. Most models would not dare to bare for lingerie because their alternate career in movies may get short circuited. After all, being bold and brazen is not exactly the right image that sells in bollywood." Huh, great sacrifice for making it big in world of dreams! But remember “Sex and Shahrukh only sells in bollywood”. Courtesy: Neha Dhupia

Other reason could be the unavailability of a major lingerie brand in India. Nowadays some international brands are making their way into the Indian market and will definitely look for faces to fulfill their demands to make their brand identical in the fashion world. Model Joey Mathew who recently posed for ETAM, a French lingerie brand says, "Its not that Indian professional models will refuse to work in a lingerie campaign, at least I wouldn’t, but yes here are a few prerequisites like the brand has to be established and I must be convinced about the product."

As here at home scenario, style spreads from bollywood to streets so are we waiting for any giant step by our heroines? And that would probably help in making this industry flourish. In Hollywood, established stars grab every opportunity 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?