Courage can't be taken

Recently I read about this fashion brand called ‘Viva N Diva’ which had a new campaign to show a different side of beauty. I immediately became curious and started to read more of the article. The new campaign had a special person in the center of it called Laxmi Saa. Laxmi Saa is one of India’s most outspoken activist against the sale of acid. She went through something horrible when she was fifteen years old. A 32 old man threw caustic acid over her, which mutilated her face and some other parts of her body immediately. But what about the campaign, what is it?

Viva N Diva (and especially co-founder Rupesh Jhawar) was really touched by Laxmi’s story when they saw her on a calendar for survivors of acid attacks, so they decided to ask Laxmi to be part of a new campaign which was supposed to show beauty in other ways than usual. No models with perfect faces and skins, but people who went through something that changed their physical beauty. Viva N Diva didn’t want to picture Laxmi as a victim, but give them the space to let them be on their best. Give them a job, a stage. This campaign was made to show people physical beauty isn’t everything and especially let criminals see that women won’t lose their courage after they have been attacked by caustic acid.

Why is it cool? I am really impressed by this campaign. I can’t imagine how awful it is when you’re attacked by caustic acid, but that must be horrible. Physical beauty is, after all, a part of the identity of a person. Off course identity comes from within, but I can imagine when your psychical beauty is being destroyed by caustic acid, you will feel much less beautiful. It can make you insecure about your looks and that can have a big influence on your identity. So therefore I find it GREAT that Viva N Diva created this campaign! They focus on how great women who are attacked by caustic acid are after their psychical beauty had been destroyed by some ass. Great work, I think!

Sources

VICE

Huffington

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