Every Shade Deserves to Be Seen

Some girls grow up hearing: Don’t get darker, Use something to brighten your skin, You’d look prettier if you were fairer, Don’t stay in the sun.

And sometimes, those comments start so young that you don’t even realize you’ve been taught to dislike something that was never wrong with you.

Your skin.

The colour you were born with.

The colour that changes in the sun, under different lights, in different seasons.

The colour that is uniquely yours.

Yet beauty standards have spent generations telling women that some shades are more desirable than others. And when you’ve heard that enough times, you don’t just start changing your makeup.

You start changing the way you see yourself.

You choose foundation to hide your skin instead of match it.

You avoid certain colours because you were told they won’t suit you.

You edit photographs.

You compare.

You wonder if you’d be prettier if you looked different.

But what if the problem was never your skin?

What if we stopped designing beauty around one version of a woman?

That’s something we think about at Aniksan, We don’t want to create clothes that tell you how you’re supposed to look. We want to create clothes that let you decide how you want to look.

Because colour should never be a qualification for beauty. And fashion should never ask you to become someone else before you feel beautiful....

Every skin tone deserves to be styled.
Every shade deserves to be celebrated.
Every woman deserves to be seen.

That’s the kind of fashion we’re trying to build.

Not fashion that changes women, Fashion that makes room for them...

— San, Aniksan & Co.