Here’s why Huma Qureshi’s Femina Cover doesn’t deserve the applause it’s been getting.


Femina in it’s latest cover shows Huma Qureshi standing behind a self claimed perfect figure of a mannequin, with a message which says “I don’t owe you perfection! My body my rules”. The fact that she is far more ample and and her body is visible behind the “perfect figure” (self-claimed) suggests that ‘yes, she is not skinny’. Social Media has been raving about this stunt for the last couple of days, but we at Mad Over Marketing think otherwise. Here’s why:

1. Firstly, they are suggesting that it’s imperfect for a girl to not have the figure which the mannequin has. ‘I don’t owe you perfection’, clearly says that the slim silhouette is perfect, and anything else is NOT. Not what we should be teaching to young girls out there. We don’t want a generation of youngsters who are insecure about their figure when they should out their rising and shining. Their plan backfired miserably.

2. Secondly, Huma Qureshi is far from “imperfect“. If at all you wanted to make a statement, you could have used Oprah Winfrey. Huma Qureshi might not be skinny, but she is not imperfect from any angle. By doing this, Femina has just reduced the wriggle room for women. Does one really need to be thaaaat slim to be perfect? Never!

3. Thirdly, Femina is suggesting that since it’s a cover photo, it’s almost taken for granted that it will a “perfectfigure. Well now, who’s fault is that? Month after month, they have put up a scantily clad model on the cover, and all of a sudden, come the month of July, they realize ‘Hey wait, we are out of skinny models, let’s earn some brownie points for this’. It is them in the first place who have put this expectation of a ‘perfect’ figure in the minds of the readers.

4. “My Body My Rules”. I don’t even know what that means. When has it been any other way, which Femina model was forced to be skinny. It was entirely her choice. By saying this you are only suggesting that the thousands of skinny models in our country have been in some way or the other ‘forced’ by someone else’s ‘rules’ to be that way, portraying them as needy, gullible and weak.

So please don’t applaud Huma Qureshi or Femina for this particular Cover. All in all, what’s coming across is that anything apart from 36-24-36 is imperfect, so there goes a vast majority of our very impressionable youth in several years of isolation just because the cool kids at school think that she is imperfect.


Please note the words ‘perfect’ and ‘imperfect’ are our interpretation of Femina’s vision and not what we think is perfect or imperfect.

30 thoughts on “Here’s why Huma Qureshi’s Femina Cover doesn’t deserve the applause it’s been getting.

  1. Too much of cynicism can spoil an otherwise brilliant website. What they wanted to imply is that people who look for 36-24-36 in girls are wrong. I don’t know in which perfect world do you live, but in this world, being a bit of an overweight is, and has always been. an issue.

    1. Tell me one thing. Is that really the message that you have got from this cover? Well, good morning. What they wanted to say was that men who look for 36-24-36 are wrong, and that is the message that they wanted to give.
    2. Search for Huma Qureshi on Google and tell me if it doesn’t suggest ‘fat’ as the next word. Well, of course, it comes after hot, which is the common word you would see after any actress’s name, because that is how the ‘perverts’ that we have in this not-so-perfect world of ours behave. Just the fact that ‘Huma Qureshi Fat’ is searched a lot means that there are people for whom she is imperfect. And yes, I am not saying that she is imperfect. She is, hands down, brilliant.
    3. The third point is plain stupid and doesn’t even deserve a counter statement. Out of everyone, you guys should know that creative ideas can strike anytime, and until they are implemented, you can’t really rest.
    4. Another statement straight from your perfect world. Here, you can find many models who suffer from anorexia, just to be in business and earn some money.

    Please note the words ‘perfect’ and ‘imperfect’ are ‘your’ interpretation of Femina’s vision and not what it actually means.


  2. Very stupid and lame article. There’s no content in here and the arguments are baseless. The current industry norm is about zero figure and yes they are trying to debunk that. Are you shaming them for making an effort?


  3. Dude this only seems a publicity gimmick by MOM, afterall go against the tide (even if its good) always brings in attention if not praise. This was a desperate attempt by you guys….hope you come up with something more reasonable the next time


  4. So I agree with points 2 and 3.. Wait let me start by saying that I’m fat and being in this society have learnt a thing or two about being fat vs skinny. 1. That is the sad fact of this society that anything not skinny is bad, anything not the perfect 36-24-36 is worse. This is the mindset of people and they do not let fat girls be. This is exactly what you get girls should be taught, being skinny is not everything, this is also what the society needs to be taught. I think more than the shape what the cover is trying to say is that it’s okay to be fat. You don’t have to be skinny to look perfect.
    4. Even though my body my rules is tacky and hugely over used these days, I don’t mind it as much. It’s catchy and it conveys the message. It’s not that models are forced to be skinny but it’s not also like fat girls are promoted, fat girls don’t make models, they don’t come in make up or even chai ads. So my body my rules adds the much needed rebel attitude to the pic.


  5. “…cool kids at school think it’s imperfect” line is somewhat a contraction to what you wrote above, in my opinion. Cuz here again there is this categorisation of cool and uncool and by saying this you just made it clear that a girl who isn’t skinny cannot be ONE OF the cool kids !! And if you oppose the rigid following of the skinny figure then why do you not also disagree with this categorisation and why do you suggest that what these cool kids at school (whoever they are by your definition) think should matter to the rest of the kids.
    I hope I’ve made my point here. Hope you’ll at least give it a second thought !!
    No hate or defamation intended. Just a sincere comment as a reader of your article.


  6. Whatever has been written in dis article is a complete misinterpretation of the cover is indeed an acceptable fact that a certain kind of figure is more perfact than other..and what is acceptable in society is decided by what the majority of people think or feel..this is how things work in democracy…also not to be forgotten than you have also in your article called huma’s figure more ample..u are also comparing her figure to a skinny model to call her more ample..but why the comparison with a skinny model..?becuase thats the standard..what if you compare her with a fat school girl..she will be a petite creature then..right?at least in comparison..also contrary to your allegation its not femina setting standards..femina just represents or brings to light what is in the femina has sleek n slender models only because thats what the trend is..


  7. I think that’s a bit of nitpicking, seen in the right spirit, this cover does give a strong positive message against the societal expectation from a women of having a perfect body. You are right, ‘what is perfect’ can be perceptual / contextual, but for this cover, we can take the popular meaning of the word. 99% of the women have a idea of a ‘perfect body’ and what they are saying is that no model, celebrity or even an ordinary women have a responsibility to appear perfect in other people’s eyes. Here again perfect means what society think perfect is and not what the women think perfect is. Femina might have always carried skinny models on their cover, that doesn’t mean they can never make a change in their narrative, there’s always a first time. Huma Qureshi is far from imperfect as per ordinary standards but as per Bollywood or fashion world standards she is imperfect. Point again is what other people think is perfect and Huma Qureshi is saying No, I don’t owe you perfection. This is a strong message coming from a Bollywood celebrity since it is known that Bollywood women are in constant pressure to stay perfect. When Aishwariya had put on weight there was a huge hue and cry, people were really nasty to her. Every time a heroine starts to put on a bit of weight the media starts shaming them and puts pressure on them to get back in shape. This is a strong message against all such pressure. And lastly, yes, models are under pressure to remain skinny, that’s the mindset most people have.


  8. Absolutely Brilliant take on the topic guys!
    The first point is the best point. I really second your thoughts about making an impression on the young girls out there.. after all Obeseophobia is a big problem now.

    Great job. Voice this with all your strength.


  9. I think this is just twisting the message to hear what you want to. The word “perfect” here does not denote what they deem perfect but what the society believe to be. As a person born and brought up in India, we have been used to hearing “36-24-36” everywhere and that is how “society” perceives it to be. This effort by Femina goes a long way to showcase that a woman does not need to be how the society wants her to be but the way she wants.


  10. love the article but 4th point is not very well thought over! its the media which has created the false perception of perfection in the mind of common people. thousands of girls everyday are striving to loose weight instead of being healthy “oh thank you media”. So, they may not be forced ‘directly’ to be skinny but have been ‘manipulated’ over the decades into the notion of being skinny is being perfect.


  11. I think you are just trying to read too much between the lines. What if ‘perfection’ and ‘imperfection’ as put was Huma Qureshi was the interpretation of the society’s vision and not her own? You have put in the line at the end of the article, I think if Femina would have done the same thing, you would be singing a different tune.

    I feel Femina has taken a bold step and is certainly not “over-hyped” as you put it.


  12. Hi! I really like the way you have subverted the whole idea on its head! The way you look at it is correct and so is the way everyone else understood it! What they are actually saying is that it’s not imperfect to not have an hour glass figure. It’s ok to have big hips as opposed to the skinny girls projected in the media. (point 1) In fact, since Femina has endorsed skinny girls so far and put that idea in the mind of girls, Femina is the best to debunk that myth! (point 3). So kudos to them for breaking their own mould! And well! Girls do feel compelled to fit into the society/media’s idea of what a perfect body is instead of making and following their own rules about their bodies. Girls will starve to fit into that skinny body type that is considered sexy. Maybe, if we did not project slim women as ideal body types, we would have women making their own rules about how their bodies should be. If we have fuller women all over the media, no one will be forced to starve and workout and try to be the size that can don ramp clothes. (Point 4)


  13. I think you have just taken the whole concept in a totally different way. Because actually in India perception of “beauty” is quite different ( isliye Indian actresses mai deepika ki kamar pe aur shilpa ke figure k charche hote hain). Either you don’t go out to experience what is being felt by “your perfect girls”( the non – mannequin beauties) or you are just too ignorant to comment like this. Well Huma hats off to her… and really you dont understand “MY BODY MY RULES ” ROFL FOR THAT !!!


  14. Sorry, but this article very clearly shows that you’re trying too hard to see something that others didn’t, but I would like to tell you, it’s gone astray. The message from Femina was simple. And direct – that no woman owes anyone an “apparent” perfect figure. And for that they used a mannequin, which is always considered to be the “apparent” perfect figure and Huma Qureshi who definitely doesn’t fit that “apparent” perfection. That’s it. Now if you want to twist it twice again and say that by using a mannequin they imply that that is the perfect figure, you are trying too hard. It’s not, and that’s what Femina is saying too.
    And most importantly, third point first line, there’s a ‘be’ missing:)


  15. Clearly the idea was to grab eyeballs, but this article has done so in the most distasteful manner. Your piece sets out to establish that the use of the word ‘perfection’ reinforces certain stereotypes about women. And a few lines later, it asks Femina could have taken Oprah Winfrey on its cover because Huma Qureishi is clearly not ‘imperfect’. So, dear writer, are you not reinforcing certain stereotypes even as you go about busting some?


  16. There are so many other topics you guys could have chosen to write on , why this? With every point , I had to look really hard into the subject and convince myself that maybe you could be right. A lot of people have been commenting on why showcase skinny when voluptuous is perfectly fine. Femina has made a bold attempt and that deserves an applause, thanks to this article , Femina has been given the applause which was missing.

    A suggestion – Write down the first real opinion that comes to your mind , not just criticism. Audiences would like to read positive feedback too, it doesn’t have to be negative, really.


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