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Women

RTXAR00N
52-year-old Indian lingerie model hopes to inspire inclusivity and change
A 52-year-old Indian lingerie model is pushing e-commerce firms to hire older women for their advertising campaigns, challenging what she says are the ageist norms practised by many companies.

Geeta J, a former teacher who took to modelling when she turned 50, says she wants innerwear companies in India to be more inclusive and avoid featuring only younger women in their promotion drives.

"Are women no more fit to become a lingerie model past a certain age?," Geeta has said in an online petition on Change.org, captioned with the hashtags '#AgenotCage' and '#LingerieHasNoAge', which she started this year.

Her job is bold and unusual in the largely conservative Indian society where religious and cultural norms limit women's freedom to dress the way they want.

Such norms are even more restrictive for women over the age of 40, Geeta told Reuters in an interview.
INDIA-FASHION/LINGERIE MODEL
RTXAQBPR
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, gets ready for a lingerie photoshoot inside a studio in...
Mumbai, India
Geeta J gets ready for a lingerie photoshoot inside a studio in Mumbai
Geeta J, a 52-year-old Indian lingerie model, gets ready for a lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. Picture taken March 19, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBPD
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, gets her make-up done as she gets ready for a lingerie...
Mumbai, India
Geeta J gets her make-up done as she gets ready for a lingerie photoshoot inside a studio in Mumbai
Geeta J, a 52-year-old Indian lingerie model, gets her make-up done as she gets ready for a lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. Picture taken March 19, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBT9
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, gets her make-up done as she gets ready for a lingerie...
Mumbai, India
Geeta J gets her make-up done as she gets ready for a lingerie photoshoot inside a studio in Mumbai
Geeta J, a 52-year-old Indian lingerie model, gets her make-up done as she gets ready for a lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. Picture taken March 19, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBTY
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, poses during a lingerie photoshoot inside a studio in Mumbai,...
Mumbai, India
Geeta J poses during her lingerie photoshoot inside a studio in Mumbai
Geeta J, a 52-year-old Indian lingerie model, poses during a lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. Picture taken March 19, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQB7O
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, poses during a lingerie photoshoot inside a studio in Mumbai,...
Mumbai, India
Geeta J poses during her lingerie photoshoot inside a studio in Mumbai
Geeta J, a 52-year-old Indian lingerie model, poses during a lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. Picture taken March 19, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBPC
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, looks at her photos in a camera during her lingerie photoshoot...
Mumbai, India
Geeta J looks at her photos in a camera during her lingerie photoshoot inside a studio in Mumbai
Geeta J, a 52-year-old Indian lingerie model, looks at her photos in a camera during her lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. Picture taken March 19, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBPB
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, gets ready for a lingerie photoshoot inside a studio in...
Mumbai, India
Geeta J gets ready for a lingerie photoshoot inside a studio in Mumbai
Geeta J, a 52-year-old Indian lingerie model, gets ready for a lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. Picture taken March 19, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBU1
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, rests inside her house in Mumbai, India, March 18, 2021....
Mumbai, India
Geeta J rests inside her house in Mumbai
Geeta J, a 52-year-old Indian lingerie model, rests inside her house in Mumbai, India, March 18, 2021. Picture taken March 18, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBMR
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, rests inside her house in Mumbai, India, March 18, 2021....
Mumbai, India
Geeta J rests inside her house in Mumbai
Geeta J, a 52-year-old Indian lingerie model, rests inside her house in Mumbai, India, March 18, 2021. Picture taken March 18, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBKA
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, peels vegetables inside her kitchen in Mumbai, India, March...
Mumbai, India
Geeta J peels vegetables inside her kitchen in Mumbai
Geeta J, a 52-year-old Indian lingerie model, peels vegetables inside her kitchen in Mumbai, India, March 18, 2021. Picture taken March 18, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBWR
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, washes vegetables inside her kitchen in Mumbai, India,...
Mumbai, India
Geeta J washes vegetables inside her kitchen in Mumbai
Geeta J, a 52-year-old Indian lingerie model, washes vegetables inside her kitchen in Mumbai, India, March 18, 2021. Picture taken March 18, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBUD
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, exercises with dumbbells inside her house in Mumbai, India,...
Mumbai, India
Geeta J exercises with dumbbells inside her house in Mumbai
Geeta J, a 52-year-old Indian lingerie model, exercises with dumbbells inside her house in Mumbai, India, March 18, 2021. Picture taken March 18, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBUA
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, exercises with dumbbells inside her house in Mumbai, India,...
Mumbai, India
Geeta J exercises with dumbbells inside her house in Mumbai
Geeta J, a 52-year-old Indian lingerie model, exercises with dumbbells inside her house in Mumbai, India, March 18, 2021. Picture taken March 18, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBU8
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, exercises inside her house in Mumbai, India, March 18,...
Mumbai, India
Geeta J exercises inside her house in Mumbai
Geeta J, a 52-year-old Indian lingerie model, exercises inside her house in Mumbai, India, March 18, 2021. Picture taken March 18, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBK9
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, exercises with dumbbells inside her house in Mumbai, India,...
Mumbai, India
Geeta J exercises with dumbbells inside her house in Mumbai
Geeta J, a 52-year-old Indian lingerie model, exercises with dumbbells inside her house in Mumbai, India, March 18, 2021. Picture taken March 18, 2021. REUTERS/Hemanshi Kamani
INDIA-FASHION/LINGERIE MODEL
RTXAQBMO
March 23, 2021
Geeta J, a 52-year-old Indian lingerie model, performs yoga inside her house in Mumbai, India, March...
Mumbai, India
Geeta J performs yoga inside her house in Mumbai
Geeta J, a 52-year-old Indian lingerie model, performs yoga inside her house in Mumbai, India, March 18, 2021. Picture taken March 18, 2021. REUTERS/Hemanshi Kamani
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