Colourism text on Natural mixed media art collage from Colourism Collection created by artist Caroline Chinakwe

Let's Talk About Colourism

Mar 24, 2022

Trust mixed media art collage from Colourism Collection created by artist Caroline Chinakwe

- A Chinakwe Statement -

Colourism is a social issue we are passionate about addressing. We pride ourselves in appreciating black culture from head to toe. Adopting bold and vibrant colours, to illustrate the rich beauty in a range of black skin tones. Our products aim to represent the diversity in skin tones, with the intention of increasing the visibility and appreciation of black culture, beauty, and style to capture the advocating eye of a multicultural consumer.

Definition of Colourism:

A collection of male and females with different shades of black skin tones

Colourism is an extension of racism. It is a term used to describe the choice of favouring light skin tones and mistreatment or exclusion of those with a darker skin tone. This is a form of prejudice and discrimination which can commonly occur within the same ethnic and racial community. Examples of colourism can include perceiving someone with a darker skin tone as “unattractive” based on their complexion as well as assuming they are of a lower social status.

How does colourism influence different communities?

skin bleaching products showcased on different skin tones

Colourism is a global issue, damaging the mental health of dark skin models and citizens within Black and Asian communities. Many experience cases of depression, anxiety, lowered self-worth and self-esteem because of this social issue. In countries such as India, skin lightening products such as Fair & Lovely, promote an unhealthy narrative of branding light skin tones more worthy than dark skin tones. There are still many products like this in the world that continue to show admiration of the Eurocentric beauty standards, attaching and pushing the agenda that femininity, vulnerability, beauty and high status is reserved for those of lighter skin.

Despite some companies discontinuing the sale of these products in light of the 2020 Black Lives Matter protests, many will just change their names to “glowing, radiant, bright” or present them as anti-aging products. Similar to Fair and Lovely which was rebranded to Glow & Lovely.This is still disappointing, as the company keeps the problem, which is the product itself.

The skin bleaching industry is worth a staggering $8.6billion which is very heartbreaking and concerning, despite the progress that has been made through social media to highlight race issues and promote the beauty in melanin through hashtags like #blackgirlmagic, #brownskingirl and #melaninpoppin. Black women and men continue to go through dangerous and life threatening lengths to change the colour of their skin with the use of illegal chemicals and creams, all to fit into the Western ideology of beauty.

How is Chinakwe challenging colourism?

Silk Printed Queen Chiffon Scarf, Green Co-ord Silk Jogger Set and Silk Printed Kimono With Success Art Print

Chinakwe challenges colourism, by using many dark skinned black models in drapes of colour to invite you to see the beauty in all skin tones. Modelling items on dark skin tones, pops fashion colours in their full bloom. Presenting a classy start in unpicking the threads of colourism that are woven in our multicultural society. Products such as our ‘Silk Printed Queen Chiffon Scarf’ and ‘Silk Printed Kimono With Success Art Print’ are modelled by dark skinned black female model Ajara Leigh. A symbol of crowning blackness, but also showing the uniqueness of black girl magic. These positive representations of black people are empowering. Chinakwe loves using powerful words such as ‘paradise’ and ‘success’, to recognise the worth of Chinakwe’s creations. Using words like Queen, promotes self love, which is a step towards acceptance.

Resilient and Tribe mixed media art collage from Colourism Collection created by artist Caroline Chinakwe

Caroline’s art features several unapologetic visuals, of black models showing their dark skin tone in fearless photographs. She gives us a powerful message through strikingly bold images, collaged using different features and skin tones from different women to show the beauty in the difference and also how still the same we are. The latest collection simply titled “Colourism”, explores emotions and the sad reality of this issue with pieces such as ‘Resilient’ and ‘Tribe’. Putting colour into identity and art, makes a bold impact on the consumer. This vibrant style is a message of resilience against colourism. Showcasing art that can speak up, stand out! Caroline hopes to eradicate the rotten roots of colourism and racism one by one and let a new flower of hope and equality bloom.

How can you challenge colourism?

The conversation around the topic is far from over, colourism is a social issue that exists in all communities. Here are some of Chinakwe top tips to fight against colourism:

Support black owned businesses, give them lots of love and attention, so they have a bigger platform for black issues.
Attend a book club, bring books where dark skinned characters are in leadership roles, open up a conversation.
Tell your black friends and family of colour, they are beautiful just the way they are. This boosts confidence in self love.
Post articles about colourism on your social media page. Create awareness as widespread as you can.
Donate to black owned mental health charities, show that black minds matter.

Useful resources:

https://www.goodreads.com/shelf/show/colorism

https://blackthrive.org

https://www.mentalhealth.org.uk

https://youngminds.org.uk/blog/black-mental-health-matters/

https://www.mind.org.uk

Nisha Patel