Indian acid attack survivor is new face of fashion brand

Laxmi Saa will model for the brand's new campaign titled 'Face of Courage'

Prominent acid attack survivor and social activist Laxmi Saa has become the new face of an Indian fashion retail brand. The campaign titled Face of Courage for Viva N Diva's latest range of designer outfits for women will feature Laxmi as their new model.

Speaking to the BBC on becoming the face of the campaign, Laxmi said, "This opportunity to represent an apparel brand was a platform for me to set an example for women like me to be confident and have courage despite their physical appearances.

PHOTO: BBC

She was 15 when she was attacked with acid by a 32-year-old man for rejecting his proposal. Since then, she has become an active advocate against unregulated sale of acid and brutal punishment for the committers of this heinous crime.



Laxmi recalled her spine-chilling experience saying, "It felt cold first. Then I felt an intense burning. Then the liquid melted my skin.

PHOTO: BBC



"This was also a platform for me to send a clear message to criminals that women will not lose courage even after they are attacked with acid to destroy their physical beauty," she added.

The retail brand revealed that they wanted to change people's perception of beauty by creating awareness that real beauty is beyond physical attributes.



Laxmi shared the same vision and feels that such issues need more attention. "The problem is not just in being a victim but also your victimisation by the society. We are treated as if we are good for nothing and as if our lives are a waste," she said.

PHOTO: BBC

Rupesh Jhawar, Co-founder of Viva N Diva, further said that a calendar featuring acid attack survivors inspired him to launch the campaign.

"To my eyes that are used to seeing fashion models with flawless skins dolled up in front of the cameras everyday, this view was both disturbing and inspiring," he told BBC.

PHOTO: BBC

"For a moment I had seen beauty in a very different way and we wanted to capture it - remove any speck of being a victim from those eyes and give them a stage, an employment, a platform, a medium to flaunt it with style," he added.

Despite having around 1000 cases of acid attack every year, India doesn't have a law to prosecute acid attackers. However in 2013, Laxmi filed a petition after which the Supreme Court directed state governments to formulate a policy regulating over-the-counter sale of acid in India.