Advertisement, a world of fantasy, where people are fascinated by the looks and grace of the models rather than the product, is a whirlpool that sucks the logic of the consumer. Unlike past, more people, especially teenagers are being caught up in this web and aspire to become like their favorite models. Moreover the whole scenario of modeling has been changed and there is a wide scope for aspiring models in our society. As a result, the competition in the modeling industry is also getting tougher along with the changes in the trends.
In the 80s’ and 90’s very few people were interested in fashion and there wasn’t much competition in this industry. A healthy environmentwas present among the models, which was really praiseworthy. They too were conscious about their looks but, solely depended on age old ways to maintain their natural glow. As time passed by,multinational companies with their “powdered face” crept into this industry which changed the outlook of the society. Now the cosmetic world rules this industry. In fact they decide what one should wear, eat or even drink.
Recently a new trend has been introduced to this industry. The trend of being ‘Size Zero’. Aping the west, our fashion industry is also in the hunt for models with size zero; as a result most of the female models starve themselves to look skinnier. This trend has been there in the industry for the past ten years.Moreover our film industry too gave a boost to it where the heartthrobs of the nation turned themselves into size zero. To survive in this competitive industry models starved themselves and said no tomany of their favorite dishes. This in turn resulted in their ill health which also affected them mentally.
Now the most serious issue is that our youth especially the teenage girls who idealize these models try to cut short their diet to become size zero and this really is ridiculous.Teenage girls spend hours reading magazines about fashion, diet and weight loss. They blindly follow the ways and habits of these models and end up in unhealthy life style. It’s quite unsafe from the part of fashion industry conveying the wrong idea that thin people are very attractive. Youngsters are always willing to go to any extent to get what they want and they sacrifice anything to fulfill their desires and dreams.
It’s high time that we control this frightening situation. If we wait for another couple of years the problem may becomeuncontrollable. Many countries like UK and France have put a ban to such skinny models. Strict measures has been taken where models have to produce medical certificate to provethat they are fit and healthy before signing a contract. Awareness should be given to the coming generations about the importance of being healthy. The modeling industry should take firm decisions that underweight models should not be encouraged. Only with the moral support of Media and the fashion industry will the models get the confidence to outrange this situation. The industry and media should help in bringing up the confidence of the people instead of giving importance to the look.
According to SamikshaKarmalkarHarji, a model, it is very painful to find the extent to which some models go to become size zero. She says that a woman is beautiful as she is. Curves don’t make a woman beautiful. According to her there is an increase in the rate of cases were models suffer from Anexoria, a disease which results from continuous starving. She emphasizes that fashion should take initiative to put an end to such dreadful situations. She concludes saying that keep fit and project the same.