Nadiya Hussain: ‘I realised I don’t want to have to answer to anyone’
Nadiya Hussain, the winner of The Great British Bake Off, has been quietly reshaping her career, and reclaiming creative control after feeling increasingly sidelined by the television industry. The celebrated cook and author recently spoke candidly about a growing discomfort with the roles offered to her, and a feeling of being reduced to a “palatable version” of herself, particularly in relation to her faith and cultural identity.
Hussain’s decision to speak out followed the BBC’s decision not to commission further television series based on her cookbooks, including Nadiya’s Quick Comforts, released earlier this year. While the BBC described the decision as a difficult one after “several wonderful series,” Hussain revealed a sense of being “gaslit” within the industry, and a realization that her potential wasn’t being fully supported. She posted a video on Instagram detailing her frustrations, a move she described as liberating, as if she had “nothing to lose.”
The fallout from that post led to a significant shift in Hussain’s professional life. She parted ways with her agent and manager, opting to directly manage her own career. This move, she explained in a recent interview with The Guardian, was about regaining agency and defining her own path. “I’ve had the opportunity to sit back and look at how I see the next 10 years, hopefully,” she said. “I suppose, now, it’s about shaping that landscape for myself.”
Hussain’s discomfort stemmed from a feeling of being constrained by industry expectations. She described becoming a “caricature of myself,” a version of herself that was “manufactured and comfortable for everybody.” This pressure, she believes, led her to soften her edges, even altering the way she wore her headscarf to appear more “modern.” She now prioritizes authenticity, even if it means challenging established norms.
A key aspect of this shift involves confronting the systemic issues of representation within the British media landscape. Hussain spoke of the persistent “whiteness” of television and publishing, and the difficulty of being “the only person like me in a room.” She expressed frustration with being repeatedly asked whether things were “getting better,” stating that the industry felt “broken” and that she could no longer attempt to fix it alone.
The experience also highlighted a disparity in compensation. Hussain revealed that she believes she is “paid less to do the same job as the white version of me.” This realization, coupled with the lack of support for her book Rooza, which drew inspiration from dishes across the Islamic world, led her to believe that her identity was becoming a barrier to opportunities. She noted a perceived shift in interest from brands following the publication of Rooza, suggesting that she was no longer considered “palatable.”
Hussain’s journey hasn’t been without personal challenges. She has openly discussed her struggles with mental health, including panic attacks and anxiety, and is currently navigating an autoimmune diagnosis. These experiences, combined with the professional hurdles she’s faced, have fueled her determination to prioritize her well-being and creative freedom.
While Hussain briefly explored a return to teaching as a teaching assistant, she ultimately had to step down due to her health. She remains open to future opportunities in television, but on her own terms, emphasizing the importance of food being the central focus, rather than being overshadowed by superficial elements. She also expressed a desire to write more books, including those for children.
Hussain’s story is a powerful example of an artist reclaiming her voice and challenging the status quo. Her willingness to speak openly about her experiences, and to prioritize authenticity over conformity, is likely to resonate with a wider audience and inspire others to demand greater representation and equity within the entertainment industry. She emphasized the importance of speaking one’s truth, even when it’s uncomfortable, and of creating spaces where individuals feel truly welcome and valued.
Her latest cookbook, Nadiya’s Quick Comforts, offers a glimpse into the food that sustains her and her family – a celebration of simple, joyful cooking, including a chapter devoted to deep frying. It’s a testament to her belief that food should bring joy, and that “anything that’s an extreme version of itself is dangerous.”