A fashion shoot that went viral and turned Indian slum children into celebrities

A video of a fashion shoot in India has gone viral and unexpectedly turned a group of underprivileged school children into local celebrities.

The footage shows the children, most of them girls between the ages of 12 and 17, dressed in red and gold outfits fashioned from discarded clothes.

The teenagers designed and tailored the outfits and also doubled up as models to showcase their creations, with the grubby walls and terraces of the slum providing the backdrop for their ramp walk.

The video was filmed and edited by a 15-year-old boy.

The video first appeared earlier this month on the Instagram page of Innovation for Change, a non-governmental organisation (NGO) in the city of Lucknow.

The charity works with about 400 children from the city’s slums, providing them free food, education and job skills. The children featured in the shoot are students of this NGO.

Mehak Kannojia, one of the models in the video, told the BBC that she and her fellow students closely followed the sartorial choices of Bollywood actresses on Instagram and often duplicated some of their outfits for themselves.

“This time, we decided to pool our resources and worked as a group,” the 16-year-old said.

For their project, they chose wisely – a campaign by Sabyasachi Mukherjee, one of India’s top fashion designers who has dressed Bollywood celebrities, Hollywood actresses and billionaires. In 2018, Kim Kardashian wore his sequinned red sari for a Vogue shoot.

Mukherjee is also known as the “king of weddings” in India. He has dressed thousands of brides, including Bollywood celebrities such as Anushka Sharma and Deepika Padukone. Priyanka Chopra married Nick Jonas in a stunning red Sabyasachi outfit.

Mehak said their project, called Yeh laal rang (the colour red), was inspired by the designer’s heritage bridal collection.

“We sifted through the clothes that had come to us in donation and picked out all the red items. Then we zeroed in on the outfits we wanted to make and began putting them together.”

It was intense work – the girls stitched about a dozen outfits in three-four days but, Mehak says, they had “great fun doing it”.

For the ramp walk, Mehak says they studied the models carefully in Sabyasachi videos and copied their moves.

“Just like his models, some of us wore sunglasses, one drank from a sipper with a straw, while another walked carrying a cloth bundle under her arm.”

Some of it, Mehak says, came together organically. “At one point in the shoot, I was supposed to laugh. At that moment, someone said something funny and I just burst out laughing.”

It was an ambitious project, but the result has won hearts in India. Put together on a shoestring budget with donated clothes, the video went viral after Mukherjee reposted it on his Instagram feed with a heart emoji.

The campaign won widespread praise, with many on social media comparing their work to that of professionals.

The viral video has brought enormous attention to the charity and its school has been visited by several TV channels, some of the children were invited to participate in shows on popular FM radio stations and Bollywood actress Tamannah Bhatia visited them to accept a scarf from the children.

The response, Mehak says, has been “totally unexpected”.

“It feels like a dream come true. All my friends are sharing the video and saying ‘you’ve become famous’. My parents were full of joy when they heard about all the attention we are getting.

“We are feeling wonderful. Now we have only one dream left – to meet Sabyasachi.”

The shoot, however, also received criticism, with some wondering if showing young girls dressed as brides could encouraged child marriage in a country where millions of girls are still married off by their families before they turn 18 – the legal age.

The Innovation for Change addressed the concern in a post on Instagram, saying they had no intention to encourage child marriage.

“Our aim is not to promote child marriage in any way. Today, these girls are able to do something like this by fighting against such ideas and restrictions. Please appreciate them, otherwise the morale of these children will fall.”