"Are women no more fit to become lingerie model"
A 52-year-old Indian lingerie model is hoping for more inclusivity within the industry.
Geeta J hopes to see older models and is pushing e-commerce firms to feature older women in their advertising campaigns.
Former teacher-turned-model Geeta has accused many lingerie companies of practising ageist discrimination.
Having started underwear modelling at the age of 50, Geeta now wants lingerie companies to be more inclusive and avoid the ‘age’ standard when it comes to casting models.
Geeta has also started an online petition on Change.org this year, under the hashtags of ‘#AgenotCage’ and ‘#LingerieHasNoAge’.
In her petition, Geeta addressed the chief executive of the popular Indian lingerie company Zivame.
In the petition, Geeta said:
“Are women no more fit to become lingerie model past a certain age?”
Geeta has not just challenged the age norm of the modelling industry, but she has also challenged the cultural norms of Indian society.
Her job is bold and unusual and in the largely conservative Indian society, women do not have enough freedom of choice in their dressing.
Geeta says that fashion choices become even more restrictive for women over the age of 40.
In an interview with Reuters, the Indian lingerie model spoke about her petition and what she hopes to achieve. She said:
“This will lead to a change in the mindset of people in our country who think that after 40, women should dress and behave in a certain way.”
She is hopeful that this act would lead to more companies following suit.
The Modelling Career
Geeta began her career after winning a runners-up prize in a beauty pageant for older women.
Geeta has been lucky to have her family and friends support her change in career at the age of 50
However, she understands that many Indian women of her age would find it hard to do so.
Encouraging such women, Geeta said:
“I want to tell this to all women that they should care about the dreams of their husbands and loved ones and support them.
“But they should never think that their own life is not important or their wishes are not important.”
More than 11,000 people have now signed up for her petition.
The Indian lingerie model is optimistic that she will be able to break ageist discrimination against women looking to get into the Indian modelling industry.