Representations of Asians in Modeling (Alex)

When it comes to Asians in print, specifically fashion advertisements, there is an obvious disconnect between Asian and Western models. Aside from being extremely underrepresented, Asians are also typecast into various categories.

Asian models are typically dressed less seductively and are less likely to be portrayed as the seductive beauty type. They attempt a more casual, conservative and cute look. In this Abercrombie & Fitch ad - Asian model, Hana Mayeda, illustrates the preferred girl-next-door look.

Although less prevalent, there are a number of print ads that do indeed involve an exotic and sexual component involving Asians. This includes Asian school girl characters and other forms of sexual objectification that cater to creepy stereotypes.

The types of products that Asian models promote also demonstrate their lack of equal representation. While Western models rule the clothing genre, Asian models are more limited to hair, skin, and beauty product advertisements. Again, Hana Mayeda, this time modeling beauty products.

Asian models are often made to appear weak, otherized, and never the center of attention. They are portrayed giving more a passive gaze .They appear to be drifting off away from the camera rather than an engaging gaze, where the model makes direct and seductive eye contact with the camera/viewer.

Last month controversy sprung from American Vogue’s Asian model fashion shoot. Eight top Asian fashion models were given a small two page spread which stated, “A new crop of models from China, Japan, and South Korea is redefining traditional concepts of beauty'.”

This particular fashion shoot has people asking, “Traditional concepts of beauty where, exactly?” - because obviously Asian women have traditionally been seen as beautiful in many cultures all over the world. Vogue has also been criticized for grouping the girls into one shoot rather than offering them a cover, or at least a larger story.

The reality that Asian models are typecast into limiting “looks”, narrow product categories, and submissive poses proves we have a long way to go. Although hopefully the tide is turning, it is clear that Asians are still vastly underrepresented in the print world of modeling. Vogue is undoubtedly one of the most influential fashion and lifestyle magazines. It is distressing that throughout its many years in existence, Vogue has never had an Asian person grace its cover – not once.