A dramatic bridal transformation that recently went viral with over 3 million views reignited a centuries-old discourse about colorism in South Asia.
Colorism in South Asia, more specifically the Indian Subcontinent, is deeply rooted in the preference for lighter skin and the belief that fairness is associated with beauty, desirability, and even marriageability.
In the viral video, the bride’s final look turned out to be almost unrecognizable from her pre-makeup appearance, with a much paler skin tone, prompting confusion and scrutiny from netizens.
