NOT JUST BROWN, NOT JUST INDIAN

by Mathushaa Sagthidas

'NOT JUST BROWN, NOT JUST INDIAN', focuses on the lived experiences and beauty of some really incredible South Asian women as well celebrations, traditions and history of south Asian countries from a female perspective.

“As an Eelam Tamil Woman, like most other south Asians just made the assumption I was Indian as if that's the only country to exist in South Asia and I feel our cultures and traditions are classed as one (hence the name). It was as if I was made to feel that my 'appearance' didn't to fit the expectation of what some outside, and even within the South Asian community, believed a Tamil woman should be.

Working with South Asian woman from their respective countries, I wanted to show parts of their stories and culture from an authentic perspective - to give them a space and chance to celebrate who they are and everything they have been raised around; especially during South Asian Heritage Month to really amplify these stories.

This project was something I wanted to create in uni until the pandemic, so when I was given funding from Getty Images x Creative Access x iStock (end of 2021); I was finally able to bring these ideas to life - creating this and managing 6 different teams for the last 5 months has been unforgettable!”

In Conversation with Mathushaa

Interview by Arhantika Rebello

What inspired this project?

Honestly I think it started with my own experience as a Tamil women and the assumptions I received regarding my identity but also stereotypes I faced or was assumed regarding my culture. It's a project that has been on my mind for some time. I guess for me what really elevated it was that since this idea, I had come across more and more creative south Asian women and it started to feel like the idea could be brought to life when I won the funding from iStock by Getty and Creative Access.

What impact has this project had so far?

This impact has been amazing so far in term reaching people outside of the South Asian community and it's bittersweet that people feel so seen. Bittersweet in the sense that, I'm over the moon that some South Asian women can see part of who they are and aspects of their childhood in these images; however it's sad that to some (whether within or outside of the South Asian community), it's still surprising to these parts showcased in the creative world. However what's been really gratifying is having some of the girls from the shoots show their mums the images and knowing that I've captured parts of their childhood and identity beautifully.

Why are editorials like this important?

Projects like this are important because it's coming from an authentic and genuine perspective. I created this project mainly on and inspired by the lived experiences of the women in this project - whether they are in front or behind the camera. I'm quite a sentimental person. Projects like this showcases our history and teaches those outside of the South Asian community more about our cultures beyond a google search.

Do you have any advice for other young SA female creatives?

Do you. I can't say this enough, especially being someone who has been around people and in environments (even some educational spaces), where I've experienced people trying to tell me what type of work I should create as a South Asia and a woman. The things that would be interesting to the western community, such as topics surrounding arranged marriage (as if that's the only thing that matters to South Asian women). Create the projects that matter most to you, no matter what anyone says to you.

Check out the project below

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Check out the project below ✨

SRI LANKA

Sri Lanka/Tamil Eelam focus more on the life of our grandmother and the way life was like for them back home whilst highlighting/ showcasing the beautiful differences between Tamil and Sinhala culture.

NEPAL

Nepal focuses on sisterhood but also the influence of caste in their culture - such as having traditional wear that reflects the caste their families are from.

AFGHANISTAN

Afghanistan focused on celebrating family and little things that the girls in the shot (who are also cousins) would do growing up - such as have tea, catch up or even dance.

BANGLADESH

Bangladesh focused on showcasing the beauty and celebration of their New Year - Pôhela Boishakh - fully traditional food and drinks that brought back some nostalgic memories for them.

INDIA

Each country focus on different aspects of its culture. For India, we focused more on the celebration of Holi by letting the models create a Rangoli pattern (colourful patterns made out of white and coloured rice powder)