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Tan France Targets Fair & Lovely In New Campaign

Tan France Targets Fair & Lovely In New Campaign

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Pakistani British fashion designer Tan France recently launched an online campaign on Instagram called ‘Shaded’ to talk about topics and events relating to racism, and his first target is fairness creams

The Queer Eye star chose the Pakistani brand, Fair & Lovely, as his first target, uploading a picture of one of the company’s commercials accompanied by a passionate rant in the caption.

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One of the main reason’s I started this account. This bullshit, right here! Fair & Lovely. The name itself. Feels like a gosh darn hate crime. How is this even legal? How is this product still available in our local grocery stores, sat at the checkout, as a constant reminder that one should strive for fair skin, as fair skin = beauty? If you use this, or know of anyone using these bleaching creams, please know that they are bullshit. Your color is beautiful. You are desirable, just the color you are.

A post shared by by Tan France (@shaded) on

“The name itself..feels like a hate crime. How is this legal?” said the caption

Pakistani celebrities have also voiced their outrage on the promotion of these bleaching creams well into 2019, such as Massarat Misbah and Nadia Jamil. Popular celebrities like Mawra Hocane and Sajal Aly have also been called out for participating in the beauty cream campaigns.

These creams are known to contain bleach and other toxic chemicals, and not only that, but promote the concept of having to be white to be accepted- this is why fairness creams are commonly referred to as a by-product of colonialism.

Read more from ProperGaanda: Pakistan’s fashion industry still thinks it’s okay to use blackface

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