PALLAVI SINGH
SEEME IS PROUD TO PRESENT
THE STORY OF ARTIST:
PALLAVI SINGH
“For the past 5 years I have been working on the idea of grooming culture amongst Indian men in Indian society on discovering the term 'Metrosexual' and its meaning, a man who is meticulous about his grooming and appearance, my works were influenced by the British writer Mark Simpson, I was curious about its real meaning and importance, especially in the context of changes happening in the Indian society around me. My initial series, “Desire to be Desired”, which was based on the writings of Mark Simpson and exchange of ideas with him, highlighted the insecurities and acceptance of men about their metrosexual needs, while remaining unconcerned with broader labels of homosexuality and cross-dressing and in the process, growing more confident about themselves. However, I couldn’t find a related work in India even when this phenomenon has been catching us of late. The treatment of this subject, metrosexuality, in any creative field was largely restricted to footnotes. This made me explore this phenomenon, in Indian context, through stories in mythologies and histories. This phenomena is most visible in urban Indian men, who are leading the change from conventional raw masculine features to a softness more associated with females. Looking at the harbingers of this change, grooming corporations stand out to me as the most intriguing. I am approaching this phenomenon through the lens of commercialization, which have played an instrumental role in facilitating this change. The focus of personal beauty and grooming has been shifted from sanitarian to aesthetic. Armed with creative marketing and playing to the inherent desire of looking good, they have successfully been able to create what can be considered a new race; men dependent on their products to boost their self-esteem. Like an addict looking for his next fix, men want more out of these companies. This phenomenon can also stake claim to bringing about a positive change in the society, bridging the gap between masculinity and femininity and altering the nature of prevalent patriarchy.”
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