In the past, models of Asian decent have not gained much recognition off shore. Well, certainly not on a commercial level. Indeed, until recently it was only avant-garde designers with a penchant for the “exotic” (such as Yves Saint Laurent and Jean Paul Gaultier) who’d book said girls. And even then they’d favour those of mixed race, raised in America or Europe, or both (think Jenny Shimizu and Devon Aoki)
This year marks a change, however, with many companies who trade in the market of mass appeal signing Asian beauties to endorse their products. An action that confirms the region is showing great promise, as well as its faces, proving they have the potential for worldwide success.
Setting the standard for global cosmetics companies was Estee Lauder, who signed Liu Wen earlier in the year. A move that Global Brand President Jane Hertzmark Hudis indicated was a no-brainer: “China is our fastest-growing market. What better way to honour that than to hire a native of the country?”
Since then, Maybelline, who signed Chinese actress Zhang Ziyi as an ambassador to the brand sometime ago, announced this week that Chinese model, Shu Pei Qin would be their new face, joining the likes of Christy Turlington and Erin Wasson.
“We are convinced that signing with Shu Pei internationally for our team in Asia injects fresh energy”, said New York Global CEO Damien Bertrand at the time.
Clothing brands have also jumped the trend, with Donna Karan’s diffusion line, DKNY, featuring various Asian faces, and Gap, renowned for its accessibility, casting Japanese model Tao Okamoto this season, featuring her alongside Catherine McNeil and Abby Lee in autumn/winter campaign. Needless to say, Asian is the look de jour.