An All-Asian Fashion Ad to Commend
August 4, 2011 § 2 Comments
Asians are definitely having a fashion moment. V Magazine released their “Asian Issue” this past May, Givenchy staged a couture presentation for S/S 11 using only Asian models, and American Vogue published an all-Asian model editorial this past December, declaring that they’re “redefining traditional concepts of beauty.” These happenings often fall under the label of “diversifying fashion,” but they carry an insincerity as Asians consistently fail to book non-Asian themed photoshoots and runway events. Where were the Asian models in Givenchy’s latest couture show, for example? Or on the cover of Vogue?
Yesterday Hong-Kong retailer Lane Crawford released their F/W 11 ad campaign featuring a cast of exclusively Chinese models, but unlike other all-Asian campaigns or editorials, this is a breath of fresh air. It applies the for-us, by-us concept to Chinese fashion, and shows a Chinese company supporting some of the best Chinese modeling talent working today: Fei Fei Sun, Shu Pei, Lui Wen, Ming Xi, and Xiao Wen Ju.
This isn’t Lane Crawford’s first ad to feature Asians or Asian Americans. For their S/S 08 campaign titled, “The Innovators,” they photographed a number of prominent Chinese and Chinese American faces in Chinese arts and culture: ballerina Tan Yuan Yuan, actress Maggie Cheung, film producer Fu Jia, artist Terrence Koh, and model Du Juan, amongst others.
Too often Asian fashion companies use Western models in their promotions, which, as we suggested in a previous post, results from the pressure placed on these companies to cater to privileged whiteness in the global fashion market. I initially discovered Lane Crawford’s latest ad in the news section of New York Magazine. I hope one day, an ad campaign for an Asian company featuring all-Asian models won’t be worthy as news, or even celebration. It will just seem right.