In a society marked by contradictions, where traditions intertwine with oppressive norms, the spotlight often falls on women who find themselves blamed for sexual assault based on everything from their clothing and company to location, and time of day. This prevailing narrative is challenged by the groundbreaking photo series, 'She Asked For It', conceptualized to dismantle stereotypes and reshape perspectives.
The series establishes an expression of sensual feminine aesthetics without the gaze that sexualizes it, freeing the existence of women from the intentions society sets out. Rooted in the patriarchal landscape of India, where women are confined to rigid archetypes, the media perpetuates limiting portrayals, stifling the celebration of diverse qualities and capabilities. The photoseries emerges as a form of resistance against this narrative, seeking to provide a canvas for self-expression, a platform for rebellion, and a voice for those silenced by societal expectations.
Victims in this construct often bear the burden of blame, which deflects responsibility from the perpetrators themselves. This series confronts victim-blaming, asserting that no one is ever "asking for it", irrespective of clothing choices or behaviour. It challenges ingrained societal norms by celebrating sensuality and sexiness while advocating for a shift in narrative, urging media entities to contribute positively to societal change.
The all-women team behind this campaign, sharing a South-Asian heritage, have navigated the complexities of unlearning societal conventions. Drawing inspiration from influential figures in fashion photography, the campaign aims to capture the beauty of a woman's sexiness while promoting empowerment. By taking this bold step, the team strives to pave the way for change, acknowledging that the journey of unlearning is a long and necessary one.
In a country evolving as a future superpower, the campaign underscores the responsibility of media entities in shaping culture and narratives. It calls for a collective effort to challenge existing norms and emphasizes that progress demands time, resilience, and constant effort. Through 'She Asked For It,' the campaign seeks to contribute to positive change, fostering a society where women can embrace their identities without fear thereby ushering in a new era of empowerment.
Concept and Creative Direction: Akshita Garud
Assisted by: Devina Rajavat
Photography: Julian Essink
Assisted by: Leon Grunau
Styling: Aathirai Valentine Teresia
MUA and Hair: Florina Vyas
Featuring: Yashvi Sheth
Words by: Aadil Kumar, Ashna Rawat, Devina Rajavat and Akshita Garud
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