Published On: Sat, Jan 16th, 2016

Real beauty is beyond physical attributes



Laxmi Saa, a well-known acid attack survivor and social activist, has now become a new model for Viva N Diva’s recent variety of designer dresses. The new face for the campaign named Face of Courage.

Laxmi told to the BBC on becoming the face of the campaign that ‘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.”

15-year-old Laxmi assaulted with acid by a 32-year-old man for refusing his proposal. After that, she became a vigorous supporter against the unregulated sale of acid and atrocious punishment for the committers of this atrocious crime.

Laxmi told her experience as, “It felt cold first. Then I felt an intense burning. Then the liquid melted my skin.”

She further continued that “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,”

The retail brand shared their opinion that they desired to alter people’s views of beauty by giving awareness that real beauty is beyond physical attributes.


Laxmi also supported the viewpoint by saying that “The problem is not just in being a victim but also your victimization by the society. We are treated as if we are good for nothing and as if our lives are a waste,”

Rupesh Jhawar, who is a Co-founder of Viva N Diva, told that “To my eyes that are used to seeing fashion models with flawless skins dolled up in front of the cameras every day, this view was both disturbing and inspiring,”

He further continued that “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,”

Every year India faces almost 1000 cases of acid attack but doesn’t have a law to prosecute acid attackers. Nevertheless, Laxmi, in 2013, filed a plea later than which the Supreme Court directed state governments to make a policy regulating the over-the-counter sale of acid in India.


About the Author

Sidra Muntaha

- Sidra Tul Muntaha is a journalist (MA-Mass Communication and M.Phil in Mass Communication) based in Lahore. She is working as an editor at fashion, style and entertainment in the section of the Kooza. She writes fashion and entertainment articles for The Kooza News.