A China é conhecida por estampar modelos brancas em suas campanhas publicitárias. Modelos russas,  do leste europeu, norte americanas. Modelos com o padrão de pele e olhos claros – estas são as preferidas!

As agências chinesas contém os mais diversos portfólios de modelos estrangeiras – porém todas sempre com as mesmas características em comum: caucasianas.

Por que não se vêem modelos asiáticos representando em peso os produtos desses países?

“Como alguém que cresceu em Seul, a pergunta acima nunca me ocorreu antes. Eu estava acostumada demais a passar por outdoors coreanos com modelos de casais loiros de olhos azuis” – conta Coreana.

Meus olhos ficaram tão acostumados, passivos e imunes a estrangeiros ocidentais que estavam modelando roupas asiáticas que quando me perguntaram: “Por que a maioria desses modelos é branca?”, eu não estava preparada para responder. O melhor que consegui fazer foi: “Porque os asiáticos pensam que os brancos parecem melhores”

A sociedade asiática está tão acostumada com os modelos caucasianos bombando editoriais de revistas, campanhas publicitárias e eventos que já nem se passa pela cabeça da sociedade o porquê desta tradição.

Mas nós queremos diversidade!

A obsessão do Japão com Miranda Kerr, os cosméticos “Fair & Lovely” e as pílulas de clareamento da pele da Tailândia exemplificam a tendência de alguns asiáticos quererem “parecer brancos”.

A Coreia do Sul é referência mundial em termos de cosméticos e rejuvenescimento da pele – e todas as mulheres buscam a mesma coisa: uma pele cada vez mais e mais branca.

Até mesmo Hello Kitty, um dos personagens animados mais emblemáticos  da Ásia, foi inspirado em um estudante britânico, não em um gato, e o nome completo é na verdade Kitty White (Gato BRANCO).

Exemplos de capas de revistas majoritariamente estampando modelos brancos.

Outro exemplo é a nova tendência back to 80 – 90’s (De volta aos anos 80 e 90)

Na Asia, esse movimento não aconteceu no mundo da moda naquela época. E como colocar modelos asiáticos nesse tipo de campanha? Eles dizem que seria estranho ver um asiático em um set retrô.

Modelos negros são recrutados para algumas campanhas, mas acabam se perdendo em meio a presença majoritária de brancos.

Modelo negro em campanha para marca de estilo Hip Hop

Por que não usar modelos que representem os consumidores locais?

As pessoas gostam de serem representadas, e é natural que elas se identifiquem com pessoas parecidas com elas.

A questão é que marcas asiáticas não têm a sociedade asiática como público alvo. Ter uma marca na Asia não significa que os consumidores serão asiáticos, na verdade, a maioria das marcas asiáticas focam no mercado norte americano e europeu. Por isso, modelos brancos estampam as suas campanhas.

Quando o objetivo é atingir o mercado asiático, aí sim modelos asiáticos são recrutados, como neste exemplo da Gucci:

Modelo asiática em campanha da Gucci

De acordo com o site models.com, dentre os 100 modelos mais bem ranqueados do mundo, 70% são brancos, 14% são negros ou hispânicos, 7% são asiáticos ou uma mistura.

Está na hora de mudar.

Pequenos movimentos estão se posicionando no segmento da diversidade.

A sociedade está questionando os padrões e ações estão sendo tomadas, aos poucos.

A Rio Model é parte deste movimento, nosso time é super diverso e focado em belezas naturais!

Vamos aguardar os próximos passos desta tendência!

Rio Model – Viva a diversidade!

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