Some of you may know that I run Mulk—a small business where I sell bold, maximalist Sindhi folk art-inspired jackets and vests. But every time I set up my market stall, I notice a pattern: people light up when they see the colours, but then hesitate.
That got me thinking. Why do so many people feel this way about colour? Growing up in South Asia, colour was everywhere—festivals, truck art, weddings—but somewhere along the way, even I started toning myself down, blending into the sea of neutrals. So what happened?
In this video, I unpack the fascinating history of #Chromophobia—the fear of colour—and how it has shaped global aesthetics. Drawing from David Batchelor’s book Chromophobia (2000), pop culture examples like The #WizardofOz and #LegallyBlonde, and the growing trend of muted palettes in South Asian fashion, I explore how colour has been marginalized, feminized, and even seen as a threat to "seriousness" and "sophistication."
Are we, as South Asians, losing our unapologetic, chaotic, maximalist energy? Are we dimming our vibrancy to fit into a world that values beige over brilliance? And how much of that is about #sharam—the learned hesitation to stand out, to be too much?
💬 I’d love to hear your thoughts! Do you ever feel this pull towards colour but hesitate? Drop a comment below!
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#SouthAsianAesthetics #Chromophobia #Maximalism #DesiCulture #SouthAsianFashion #Mulk #ColourMatters #ReclaimingColour #Chromophobia
🔗Links and references🔗
David Batchelor, The fear of colours - Heni talks:
https://www.youtube.com/watch?v=syrOAKvfJ_c&t=100s
Why are people in the west afraid of colour?
https://jhooms.com/blogs/news/why-are-people-in-the-west-afraid-of-color
Colour, Chromophobia and Colonialism
https://www.apartmenttherapy.com/color-chromophobia-and-colonialism-some-historical-thoughts-185710
Chromophobia: a strong fear of colors. Why do Westerners fear color and why choosing only "neutrals" might be DANGEROUS?
https://qolord.com/blogs/news/chro-mo-pho-bi-a-a-strong-fear-of-colors-why-do-westerners-fear-color-and-why-choosing-only-neutrals-might-be-dangerous
Why the West is afraid of color?
https://www.thejuggernaut.com/why-the-west-is-afraid-of-color
With everything from iPhones to clothing turning monochrome, is the West afraid of colour?
https://www.newstatesman.com/science-tech/2016/05/everything-iphones-clothing-turning-monochrome-west-afraid-colour
Modern trends colonize South Asian culture
https://dailyiowan.com/2025/02/25/modern-trends-colonize-south-asian-culture/
Second Take: Minimalism endorses simplicity but mutes cultural, personal vibrancy
https://dailybruin.com/2025/02/12/second-take-minimalism-endorses-simplicity-but-mutes-cultural-personal-vibrancy