For a long time, there were no representatives of the South Asian community within the creative industry.Whether it or not British radio, TV and movies, Or with beauty fashion, South Asians have long been forgotten. In recent years, perceptions have changed thanks to the following influencers: Anchor seda, Like a magazine Burnt rotiTV shows such as Never Have I EverHowever, the communities surrounding these cultural phenomena are no longer present. Until then. Diet Parasa Is a community platform operated by Anita Ciba on Instagram and exists to celebrate the various talents of the Diaspora in South Asia. We told Chhiba how this page was first born and why it’s so important.
“Diet Parasa is a place where we celebrate our very high creativity. No one has ever done that,” Chhiba told POPSUGAR. She said, “I’m from New Zealand and the people of South Asia live for only two generations. We’re still a young country, so there are very few minority representatives. I started exploring the internet, I was following British and American influencers and it was like when “regaining Bindi” was in vogue. “I felt like I was part of something.”
“It’s about celebrating people, not canceling them. Diet Parasa is for people.”
Of course, Diet Parasa is inspired by Diet Prada. However, according to Chiba, “It’s important to celebrate people, not cancel them. Diet Parasa is for people.” This page originally started as a repost page for Bollywood vintage posters. I did. At that time, Chiba wanted to do more than re-share the past. “I felt I needed to know what was happening right now,” Ciba explained, “beginning to repost influencers and the shoots they’re doing, and then slamming South Asians in high-end fashion. “I’m starting to discover,” he added. When Chhiba had an advertising background and began connecting with artists and art directors through Diet Paratha, she had more South Asians like her. I noticed. I saw it before.
The message Ciba wants to spread on Diet Parasa is, “You don’t have to be tied to these cultural stereotypes. You can grow outwards. This is the only thing we are freed from. That’s the way. Cultural constraints, we have more than that. That’s very important. [growing outwards], It supports my position of wanting to strengthen or expand the views people have on us.
Chiba was collecting illustrations and images drawn by people similar to her, and began to notice that the page was improving. The modern expression she began to have on Diet Parasa was exactly what she wanted her to grow up, and it also inspired her to create the page itself. “Another main driving force [for the page] It was necessary for the growing season. I didn’t have this. I’ve never seen myself anywhere, but since then I’ve been among those who are completely interested and doing what I wanted to do, not just those who look like me I started to find out, “she explained.
Since the beginning of Diet Parasa, Chiba has noticed a significant growth in the South Asian creator community and has received tremendous support from the followers on this page. “We are very young as a creative generation because of our cultural constraints,” she said. It’s hard to introduce this, but the connections that other South Asians have made through this page are great. trend And people talked to Netflix. The power of the people is very strong and it is a really special place. ”
“If you need to reach a South Asian audience, I have it. But it’s not just South Asians. It’s cool for South Asians to do something.”
With that support, it became clear that for Ciba, the supporters were most likely South Asians. “All these reports I’m doing, all these interviews I’m doing, only South Asian people are pushing me. From the beginning, representativeness and inclusiveness are very important. Otherwise For example, I can’t be close to myself. ”Chhiba is just included This year’s Dazed 100 listWe aim to support and defend diverse creatives with innovative ideas.
When it comes to the future of Diet Parasa, the goal is simple. In short, keep the community growing. “I want to maintain a page that maintains a very strict level of content curation. I want to attract people and keep making my own work. I want to do something with the brand.” Chhiba explained. She wants larger brands to start recognizing that the community already exists, and they need to work with the community rather than work with it. It’s very obvious when a brand wants to participate in some cultural movement. Work with us to amplify the message. We hope the brand isn’t benefiting from us. Needs us more than we need. “
This page started as a mood board and place to highlight the great work done by the South Asian community, but in the last few months it has become even more. Chhiba, who has about 10,000 followers, frequently receives requests for collaboration on projects from members. One of them is the playlist function, which was launched in collaboration with DJ Collective. Daytimer UK“We use this page as a foundation and a starting point for doing all these little side jobs. All my friends are art directors and photographers, so shoot. I’ve done it. I want to achieve something. In my opinion, we have the resources, so let’s do it. If you need to reach the South Asian audience, I have it But it’s not just South Asians. It’s cool for South Asians to do something.
Image Source: Shay Rally
Interview with the founder of Diet Parasa | Pop Sugar Entertainment
Source link Interview with the founder of Diet Parasa | Pop Sugar Entertainment