BEIJING: China's Liu Wen may not yet be sizzling star power Brazilian supermodel Gisele Bundchen, but it is the leading collection of Asian beauties down the top of the catwalks of the world - and the global billboard.
Fighting Western brands feature Asian person in the eye-catching advertising campaigns and runway shows from New York to Paris - where fashion week began on Tuesday - parallels the growing influence of Asia in the world of luxury goods.
Experts say that while foreign labels are hoping to connect with new customers in the region - particularly China - offering a model with a more conventional form, the Asian craze also reflects the globalization of the sector.
"Wise companies are using the Asian model to penetrate the Chinese market and are trying to create an emotional connection with consumers, and give a commitment that the Chinese can look up to," Shaun Rein, managing director of Shanghai, China Market Research Group, told AFP.
23-year-old Liu in last year became the first Asian face of beauty brand Estee Lauder, the runway and her calendar was booked solid since its debut in 2008.
In late 2010, she was walking her things for U.S. lingerie giant Victoria's Secret for the second consecutive year - only the Chinese women have already done so.
Her compatriot, Shu Pei, 21, is one of the faces of cosmetics Maybelline - also filled the role of Chinese actress Zhang Ziyi in "Crouching Tiger, Hidden Dragon" fame - as well as stars in the print media for the brand Gap.
Teenager Danica Magpantay Philippines in January, is selected as the Supermodel of the World by the prestigious Ford modeling agency - and quickly moved directly to the catwalks in New York last month.
But Asian women are not the only one who is making waves in the fashion world.
"We had some Asian models. We will continue to have Asian models. But most of our models, the Caucasus," he said.
"Whether they are Asian or not, this is not the number one criteria. It's more personality and style."
Frederic Godart, France-based professor of international business school INSEAD, whose research focuses on fashion, said that while the luxury industry "to see China's moment," the label is still necessary to apply to customers worldwide.
"The use of Asian models of western brands a way to look more global," Godart told AFP. "Everyone in the world of fashion and luxury industries wants to look fashionable and global with models from other countries."
Liu - who is wrapping up a month fall / winter 2011 ready-to-wear catwalk marathon in Paris after a stop in New York, London and Milan - knows that the Asian model is still a long way to go before they become major.
"The challenge for me and for Asian models in general, it was clearly the editors, stylists and photographers that we can have mass appeal," she told American Vogue for distribution on December the rising stars of Asia.
But Raine, greater use of Asian models is not easy.
"You want to keep their global heritage of the brand, but you must make sure that your products and ads are matched to the desires of Chinese consumers. If you do not, you're a loser," he said. - (AFP)
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