White Models in Asian Ads

Over at highsnobiety

“The reason why Asian brands would want to use foreign models is that there’s pressure to compete with foreign brands. They want to minimize their visual gap and solidify their positioning,” says Taeil Park, former Fashion Editor at GQ Korea. “It’s less about how ‘better-looking’ foreign models may be than Asian models. It’s more about competing with these foreign brands, and wanting to be seen as the same kind of quality brand.” Labels representative of this type are Wooyoungmi, Juun.J, and O’2nd, who sell to Western doors like Barneys, Bergdorf Goodman, and Saks Fifth Avenue. In such stores, they are physically merchandized alongside DKNY, Maje, Opening Ceremony, Vivienne Westwood, Lanvin, Calvin Klein, Ami Paris…And their models are? Mostly white.

Read the full article here.