# Talent has no race, has no face - but it has a skin colour: The ‘appropriate femininity’ with the case of Kurdish-Swedish Actress Evin Ahmad

## TL;DR

The paper explores how non-white actresses like Evin Ahmad face racialized beauty standards in the Swedish film industry.

## Contribution

It highlights how non-Black immigrant actresses are stereotyped and racialized through Western beauty norms.

## Key findings

- Evin Ahmad's experiences reveal the imposition of Middle Eastern stereotypes and beauty standards.
- Beauty and body image are shown to be socially and culturally constructed, not universal.
- Sweden's reputation for gender equality does not eliminate racial marginalization in media.

## Abstract

Sexist and misogynist attitudes towards actresses in the mainstream film industry and other media have been the target of feminists for decades. Stigmatized and stereotyped images of immigrants on the screen have also been scrutinized. However, very little attention has been given to the ways in which actresses with foreign background, not necessarily from Black communities, are portrayed and narrated. Addressing this issue would reveal how non-Western body images on screen are racialized according to certain Western beauty standards.

Sweden is often described as the most gender-equal film industry in the world; however, this does not mean that marginalization and subordination of non-white actresses with foreign backgrounds, does not occur. Accordingly, using the framework of feminist film critique and drawing on the works of Homi Bhabba, Sara Ahmed and Patricia Hill-Collins, this article offers a reading of Swedish-Kurdish actress Evin Ahmad’s experiences to demonstrate how ‘beauty’ and ‘body’ culture involve a complicated terrain around race, skin colour and body image. This article argues that a generalized ideology of beauty and stereotypical images of a Middle Eastern woman imposed on Ahmad demonstrate that values and attributes such as beauty, appearance and sexual attractiveness should be understood in the context of social and cultural relations, rather than as universally valued or devalued individual characteristics.