A video featuring Deepika Padukone—in which the Bollywood actress is talking about the prerogative of choice—is now a viral hit. The video is part of Vogue Empower, an initiative that the fashion magazine launched in October last year to mark its seventh anniversary in India. Padukone’s video ‘My Choice’ aims to bring awareness to the cause of women’s right nationwide.
Directed by Homi Adjania, who worked with Padukone in films like Finding Fanny and Cocktail, the video features 98 other women, including Adjania’s wife, film critic Anupama Chopra, actress Nimrat Kaur and director Zoya Akhtar. The fashion magazine is also selling Vogue Empower merchandise on Amazon.
Vogue and Padukone have a lot in common: They’re both from an industry that is based on fetishising, objectifying and reinforcing sexist standards of beauty on women. So when these two forces combined talk about women empowerment, one is left a bit confused, because, let’s be honest, the fashion and Bollywood do not empower anyone—women most of all.