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Strike a pose: Western models in demand
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THERE’S no denying Western models are hot in China. Their faces are plastered everywhere. They can be found promoting everything from clothing and food to furniture and cars.
Agents say Western models are often favored over locals because they look exotic, are more expressive and don’t act snobby. Chinese firms also like foreign models because it shows ambition to break into overseas markets.
Meanwhile, Western models generally enjoy working in China because they get more assignments and earn more money.
Zhejiang Province is becoming a new hot spot, rivaling Shanghai and Guangzhou, for foreign models due to the number of garment factories and online clothing stores.
Brazilian model Fernanda Olive has worked in China since 2011. She only works four months a year in China, but her earnings in that period surpass what she makes the rest of the year.
“In Brazil I only get five assignments a month, but here, I have a job every day,” said the leggy 22-year-old woman with a charming smile.
Olive is based in Shanghai and mostly does photo shoots in the metropolis or in nearby Hangzhou. On this particular occasion, the Brazilian is working for Hangzhou-based clothing brand Othermix.
Hangzhou is the headquarters of e-commerce giant Taobao and many online stores are based in the city. They frequently need models to promote their latest clothing lines.
Olive’s agent Cici Liu told Shanghai Daily that in Hangzhou Western models can earn anywhere from 800 yuan (US$130) to 2,500 yuan an hour although the agency gets a percentage. Thus, top overseas models can earn a considerable amount every month.
Liu quickly pointed out that there is no discrimination in terms of payment between local and international models.
“I am not saying foreign models make more money than local models because good Chinese models also make lots of money, however, many clients prefer Western faces,” Liu said.
Othermix said it couldn’t find a Chinese model that fit the spirit of its brand. It eventually picked Olive because “her temperament matches the brand.”
Ke Qing, general manager of Jiaxing Kerui Cultural and Media Company, also a modeling agency, said the preference for foreigners is pretty straight forward.
“The faces of Western models are more clearly outlined and using a foreign face shows a company’s international ambition,” he said.
“Factories that export goods want a foreign face on their products to help them open new markets.”
Several industry insiders say the majority of these overseas models are from Eastern Europe and South America although some come from Western Europe.
They usually sign short-term contracts lasting several months with local modeling agencies due to visa restrictions.
There are dozens of model agencies in Hangzhou, and some in other cities around the province.
Tongxiang City exports millions of wool sweaters everyday; Shaoxing City produces socks and fabrics; and Jiaxing City is famous for its fur industry and also manufactures bags and suitcases. Companies in these cities routinely hire foreign models to promote their products.
Around 100 foreign models usually work in Tongxiang during the summer because it’s the season companies are planning autumn and winter promotions for woolen sweaters and furs.
“Enterprises prefer Caucasian faces over Asian faces if their products are common,” said an agent who asked not to be named. “For example, woolen sweaters and down jackets look quite similar from one to another, so at least the face can catch the eyes.”
Overseas models are also used in television commercials and at auto shows.
Several insiders also said foreign models are “more professional” than their local counterparts.
“Generally, they do not put on airs, unlike some Chinese models,” said an assistant photographer.
A makeup specialist said it’s easier to get foreign models done up for a photo shoot because their faces are “distinct.”
A photographer said another reason companies like them is because their “faces and bodies are more expressive.”
Shao Yinqiu, general manager of Hangzhou Fashion International Model Management, said: “Most foreign models are managed by agencies and therefore are professional. But agencies also need to train models and push them to be better.”
Being a model requires a great deal of dedication, added Shao.
“They often do photos shoots outdoors while having to wear furs and crazy high-heal shoes for hours in the summer, or really thin clothing in the winter.”
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