Dawn of Dusk of India Vogue

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Under the headline The Dawn Of Dusk five bikini-clad models, including Londoner Gia Johnson Singh, Indian Vogue’s latest issue aim to dispel the prevailing belief in the sub-continent that pale skin equals beauty.

Vogue India

“Every generation has its share of beauty myths. Perhaps it is time to bust this one,” the editorial says. “Time to say that as a magazine we love, and always have loved, the gorgeous colour of Indian skin…dark, dusky, bronze, golden – whatever you call it, we love it.”

An expert on the sociology of fashion, Nirupama Singh told the Times:

“Skin colour matters a lot for women in India. Fairness is a very valuable thing here, looked on as desirable. The fashion world can be a big agent for change in this area.”

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