More than Mere Models

Many socialites are being targeted by brands for their connections with the rich and famous,otherwise inaccessible,unless you’re part of that insular,inner circle. The petite but stunning Ayesha Thapar,30,has just done a print campaign for Khanna Jewellers wearing their latest couture collection of emeralds and diamonds. Thapar brushes off questions on how much she was paid for this ad,but vociferously insists that she’s not just another pretty face. “It’s not about money. I only endorse what suits my aesthetics,” says Thapar. “Nor do I go around talking about a brand. If I like a piece of jewellery,I might promote it by simply wearing it.” Apparently,that suits Khanna Jewellers just fine. “Ayesha is a connoisseur of high-value jewellery and the kind of women who buy our jewellery would relate more to her than a regular model,” says Vikram Khanna of Khanna Jewellers. Thapar,meanwhile,says she’s enjoying her time in front of the camera and is open to similar endorsements. “I enjoy seeing my pictures in print. Who wouldn’t?” she asks.

Delhi-based photographer Rohit Chawla came up with a calendar for 2009,based on artist Raja Ravi Varma’s bejeweled and traditionally clad women. However,Chawla photographed faces from Delhi’s social circuit,like Feroze Gujral and Kalyani Chawla,dressed like Varma’s muses. “Just like Paris Hilton uses her notoriety to model and launch products,socialites are using their media-hyped celebrity status. I used them because they were beautiful and right for my calendar,” says Rohit Chawla. They’re not just famous for being famous,but richer for being rich.