Page 96 - S/ Fall 2021

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Diet Paratha founder Anita Chhiba has created a a a a a a a a a burgeoning much-needed community that’s spotlighting
South Asian creatives in in the diaspora BY MISHAL CAZMI
If you you initially misread “Diet “Diet Paratha” as as “Diet Prada ” you’re not alone The play on on on words may be a a a a a a a a a a a a a wink and nod to the the the the fashion watchdog but
the the the the the similarities end there Named after the the the the the flaky golden flatbread the the the the the cleverly named community platform on on Instagram champions South Asian talent in in the the creative fields “Diet Paratha is more about about celebrating and less about about cancel culture ” says founder Anita Chhiba under under whom the community has grown more than 12 000 followers strong since its inception in in in in 2017 Born and and and raised in in in in in in New Zealand Chhiba—who has a a a a a a a a a background in in in in in advertising—moved to to London England three years ago She began sharing photos of vintage
Bollywood posters on Instagram “It was around the the the time
of of of the the the the Reclaim the the the the Bindi movement ” she recalls “I “I started seeing
lots of of of South South Asian people being really proud of of of who they were and speaking out out out out about racial injustices ” Chhiba also started sharing South South Asian illustrators and discovering a a a a a a a a a a a a a a a a a a a wave of overlooked talent which eventually evolved into into present-day Diet Paratha “It turned into into this beautiful hub of creative South Asian excellence ” The real growth came during the the pandemic when Chhiba began investing more time
in in in in in in in curating the the the the page She also noticed that people from well-known luxury brands in in in in in in in the the the the fashion world were following the the the the account and and paying attention to the the feed Today Diet Paratha celebrates South Asians working in in in music activism fashion and photography Chhiba also wants to to actively move beyond cultural stereotypes of South Asians in in in in the media showcasing individuals who operate inside spaces traditionally closed off to to them and excel at at at at it it it it “It’s the the representation we so desperately needed but
with no no cultural ties to to to it it it ” explains Chhiba “We don’t need need to to be be singing and dancing our culture Being brown is is enough ” Diet Paratha has become a a a a a a a a a a a place of discovery for others by highlighting South Asian creatives making ripples in in in in their respective industries “There are are so many different people who are are hugely talented I want to to give them a a a a a a a a a little springboard to to jump off o of ” says Chhiba With an an eye for spotting talent Chhiba has a a a a a a a a a a a a a a a few favourites of of her own: she’s a a a a a a a a a a a a a a a a a a huge fan of of Cartel Madras a a a a a a a a a a a a a a a a a a rap duo from Calgary Alberta (“They’re two sisters who’re just killing it”) Ashley Radjarame a a a a a a a a a a a a a a a a Paris-based South Asian model working with brands like Louis Vuitton Versace and and and Paco Rabanne Richie Shazam a a a a a a a a a a a a a a a a a a New York– based non-binary model and and and and photographer (“Seeing these massive brands platform Shazam is is just magical to to me”) and and and and and Shaneel Lal a a a a a a a a a a a a a a a a a a a a Fiji-born queer activist in in in New Zealand of Indian and and and and Indigenous descent who is is campaigning against conversion therapy (“They’re saying saying things that other other people aren’t aren’t saying saying and putting their life on on on the the the line in in in in ways others aren’t”) Chhiba’s own goals for for Diet Paratha are are ambitious and go go beyond the the social media platform Part of her mission is is to connect the the global South South Asian Asian community through events Having received so so much love and support from other South South Asians in in in her her own career she wants to pay it forward by doing the the the same In the the meantime Diet Paratha’s upcoming collaborations are just a a a a a a a a a a a a a a a a a a a taste of what’s to come Chhiba was recently tapped by a a a a a a a a a a a a a a a a a a a major luxury brand brand for for a a a a a a a a a a a a a a a a a project and and and there are other exciting brand brand partnerships in in in in in the the the the the works all of which remain under wraps for for for now “It’s about events amplifying the the the the message for for the the the the people and getting as as many individuals as as possible in in in in in the the the the community involved That’s what the the future of Diet Paratha looks like ” 96 • SMAGAZINEOFFICIAL COM Photographed by by by by Shaye Laree Model and styled by by by by Diet Paratha’s Anita Chhiba Makeup by by by by Libby McLeod