Maid-turned-model poses for photo shoot

The number of social impact photo shoots that have been happening in the city is on the rise and another one to join the list is ‘Maid to Model,’ an initiative by brand consultant Ven Krishnamoorthy. The project features a domestic help being transformed, by which he’s hoping to set a positive example for others, possibly provide her an opportunity to become a brand model and educate the public about forming an inclusive community.

Ven, who is the founder and chief brand officer of Elegans International, specialises in image consulting and transformation services of an individual into a brand. “I’ve worked with politicians, bureaucrats, entrepreneurs and actors to name a few,” he adds. As a result, he began thinking about doing something different from his field of work. “Since I’ve worked in fashion industry I thought, ‘What if we could transform someone who’s never seen the inside of a salon of photo studio?’ That’s how the idea of Maid to Model was born.

As for the shoot itself, it initially took off on quite a rocky path. Ven shares, “Many fashion brands who we approached to sponsor clothes for the shoot were not keen because they have a brand value and didn’t want to be associated with domestic help. Even top grooming partners weren’t keen so there was a lot of disappointment.” However, after relentless efforts, the team fell into place — while Gilbert Santiagu was the photographer, hair and make-up was by Shana Jayakumar. “I didn’t even pay them a penny, all of them came on board because of their social service mindset,” he smiles.

As for the model herself, he says, “She was working in my home so I thought of approaching her. It took a lot of effort to convince her because she wasn’t sure why we wanted to take her pictures or if we’ll upload it on the Internet with ill-intentions. She was initially petrified, but once at the studio, she became comfortable. After five-six photos, she began smiling and posing on her own!”

Not just her, Ven feels even the viewers of Maid to Model can undergo a transformation. He says, 

“People think models have to be fair-skinned or size zero but I want to show them that any person can be beautiful. An inclusive community is a better community so I’m working towards this.” Over time, he also wants to broaden the circle and help individuals from different walks of life transform to be self-aware of who they are and accept themselves happily. 

“It’s not just physical change but to ensure he/she lives a life they’ve never imagined. This could help open up people’s thinking abilities and erase the doubt, ‘Can I do this?’,” he tells us on a concluding note.