December 30, 2009

IGLOBALIZATION IS NOTHING MORE THAN IMPORTING YANKEE CULTURE:

Foreign models flock to China, which embraces a Western vision of beauty (Keith B. Richburg, December 26, 2009, Washington Post)

Western models, it seems, are everywhere these days in the People's Republic of China: on department store display ads, in catalogues for clothing brands, on billboards, in commercials and on the runways at fashion shows. They are blue-eyed American and Canadian blondes like Vos, sultry Eastern European brunettes and hunky male bodybuilders with Los Angeles tans and six-pack abs selling products from jeans to underwear.

A walk through the Guiyou department store in central Beijing is instructive. On the third and fourth floors, where designer brands from Shanghai, Shenzhen and Guangzhou are showcased, there's a display of a blonde modeling over-the-knee boots and red-and-black pumps for Hongke shoes. A pouty brunette advertises Baykal, a local brand of wool products. Even the mannequins have Western features.

It may seem incongruous that a country of 1.3 billion people -- roughly half of them female -- would have to import models. Or that designers and clothing brands would want to use blondes and redheads to market to a nation of black-haired consumers.

But the use of foreign models has been growing in China's fashion industry, as brands jostle to be known as "yangqi," or trendy -- literally "foreign-style" in Mandarin Chinese.

Posted by Orrin Judd at December 30, 2009 6:55 AM
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