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The Malayali advantage

Two top Kerala models tell SUDHA NAMBUDIRI that more preparation is needed before models here can look at an all-India level contest

CATWALK TALK Models Joey Mathew and Shweta Nair sashay their Malayali origins on international fashion runways

They were in Kerala as part of an `Ente Keralam' campaign organised as the countdown to the Miss Kerala contest to be held in Kochi. Both are successful Malayalis, proud of their roots, surviving cut-throat competition outside and standing tall literally. One is a supermodel and one is former Miss India Earth.

Joey Mathew and Shweta Nair are big names in Indian fashion scene. So how often does the Malayali factor come into their working lives. "All the while," says Joey Mathew. "It's not like the way people assume, that we keep walking half draped or something. We are from a very good background and we've our folks back home. And moreover, every night I have to sleep peacefully, isn't it?"

Mumbai scene

Shweta says that a good number of top models in Mumbai are Malayalis and hence they always do their chatting in the mother tongue, especially when they want to make some wisecracks at somebody. "You know, our language has the apt words which others don't."

How often do they keep their tryst with their home state? "I've never come here for any professional work, no shoots, no campaign, nothing," says the 6 ft 2 Joey. She flies down to visit her parents at Kanjirapally. Shweta Nair makes it a point to pray at Guruvayoor every time she's here. "I was in Kochi to judge the beauty pageant a couple of years ago and it was an enlightening experience."

So is the fashion and advertising scenario here ready for some big names? "What fashion. You either have Mumbai faces or foreign faces. And the rest of the work one sees in the hoardings are maybe college level, if not less," Joey opines. "We Malayalis have an attitude problem, we look up at those who make it big outside, but don't put into practice the same standards in our own State."

She says that maybe we could start with basics like dignity of labour. Either one wants to be a doctor or an engineer or a receptionist. Joey gets celebrity status and huge appreciation for having made it to the top amidst cutthroat competition every time she comes home, but she finds that most people are looking for neighbourly approval when it comes to planning a career for their children.

Probably why there is not much of a fashion industry here. Asks Shweta. "Why use foreign models? Some of the top models in India are Malayalis. But they are nowhere in the scene here."

The interactive session with the college girls and contestants of Miss Kerala pageant was completely about the Femina Miss India contest. "Most girls with whom we interacted were asking about pageants rather than the profession as such. They were asking about the Miss India contest." Shweta felt that the crowd was intelligent and came from a cross-section of the society.

However, both models felt that more grooming and preparation were needed before they can look at an all-India level. It's probably one of the fall-outs of having a nascent industry.

When asked what they intend to do next, Shweta has a hectic year ahead with her Hollywood film that goes by a title `Good Sharma' starring Pankaj Kapoor, Bill Connolly and Joan Allen and the release of her own 7-track album with Gaurav as music director. "So you'll be seeing and hearing a lot of Shweta soon," she chuckled.

Joey on the other hand is going to take it easy. "It's been almost a decade but the last six years have been very hectic with me taking part in almost all major shows including three fashion weeks a year. We're thinking of having children too." No acting for her. "I tried it out once with a film called `Alfie', but I know it's not for me. On immediate itinerary is the London fashion week."

Anyway until their next visit to Kerala, it's back to the rush, the buzz, the thrill and the constant melee of Mumbai and Delhi.

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