More Asian Models on Fashion's Big Stages

  Prabal Gurung has. Waves with his sophisticated clothes at Fashion Week in New York Less attention is the fact that he presented five Asian models, two more than he imagined in his show in February.

Mr. Gurung's a been a number of great designers of New York Fashion Week diversify its mark in an effort to reach a wider audience, especially in Asia and Brazil, where the labels to see opportunities for revenue growth. In another remarkable moment in the show, Mr. Gurung, the very important opening view of Joan Smalls a model brown-skinned Puerto Rican and black heritage was born.

In an industry where diversity is historically low standing of even small changes. Although it is rare that the designer more than two Asian models in a show, including several this year have used Michael Kors and Jason Wu, three or more. Overall, in the 10 salons were major brands, "there were 26 Asian models, eight more than the brands in the week before the New York fashion set up in February. This total includes some women who went to several shows.

"It is important that the diversity," said Gurung. "In today's world, where countries such as China, Brazil and Asian countries have more buying power, we must be careful, considered it, and types."

Asian models have become particularly visible in the last year. There are six models in the Asian ranking Models.com 's Top 50 models. Five years ago there were only two Asian models in the ranking. This year, Chinese model Liu Wen was the first Asian model to break Models.com 's five years.

"Luxury market in China is certainly an important factor for increased bookings Asian models," said Stephan Moskovic, editor of Models.com, a list of the most influential book industry model contracts ranks, campaigns, magazine covers, editorial coverage, and other shows. "And what is clearly a very strong trend, the Chinese model is."

Fashion Brands and Beauty Asian models have been increasingly setting its brand ambassador. Xiao Wen Ju-model stars in the autumn campaign of Dior ad 2012th This month signed Shiseido 4911.TO 0.09% Chinese model Sui He. The face of her make-up line in the world Estee Lauder Cos. -0.98% EL typed Chinese model Liu a brand ambassador in 2010, its first Asian Muse.

For fashion companies with different models can be good business. As the growth in the U.S. and Europe is down, fashion brands are happy to develop consumer markets. Chinese consumers alone (including expenses as tourists) now over 20% of global sales of luxury group, such as Bain & Co. Asian consumers, including Japan, Korea and Southeast Asia, more than 50%. Thirty percent of global sales of luxury now occur in developing countries.

"That's it, consumers to get your brand," said Ivan Bart, senior vice president and general manager of IMG Worldwide styles, which manages the quarries models. "You have faces that reflect the consumer."

Other non-white models have made progress. Ms. Smalls was born in the Puerto Rican model earlier this month named the # 1 model in the world by Models.com only the second time held a color model at this point. Estee Lauder, she moved in 2010 as an ambassador, the first Latina Muse label.

Of course there were a lot of new shows York where the first dozen models on the catwalk were all white. Over 10 major shows, which have shown an increase in Asian models, there were fewer black and Latino models in February. And it is rare that take a non-white model in the place of opening or closing a show. Among other observations, the Salon was Jason Wu, Cora Emmanuel, a model of Martinique, on the final appearance. Ms. Smalls closed Parade Derek Lam.

Mr. Bart of IMG admitted that the industry can do better. "This is a work in progress."

The number of Asian models come with "growing every season," said James Scully, a casting agent who worked on the show, including Jason Wu and Oscar de la Renta this week. Send portfolios modeling agencies models, called packets, casting agents and designers, and Mr. Scully said he saw "more Asian models in these packages in the past."

Shu Pei Qin was modeling in the United States for nearly five years. "Before it was just a bunch of girls," she said. Well, "I see girls increasingly Asia, not only China, but also Korea and Japan."

Ms. Ju, in the Oscar de la Renta show on Tuesday was agreed. "Last year I was the new Asian model. Now I'm the old model," she said. She is not unhappy with the trend, however. "This is a good thing because we are not alone," she said. "We meet and eat together, eat together dumplings."

Bethann Hardison, one of the first high-profile fashion-black models in the 1970s and now a head-model organism that has been a strong advocate of diversity, said she was glad to see Asian models with time. "The reason why they have a moment, because these brands need in China," she said. "I do not know what the reason is, I'm glad it happened."

Fashion is fickle, it is not clear whether the last taste for Asian faces will. The Chinese economy has recent signs of a slowdown, which could be the fashion moves on a different 'type' are shown.

A number of factors influence the choice of a model, including a designer atmosphere is underway, body type or skin tone. It is difficult, for sure, what role race plays in this equation say. But Mr. Gurung, a few of his choice is personal.

"It was not intended as" we will look for Asian models, "he said Said." But for me to be a minority myself, I always thought, personally and professionally, that there is beauty in every race. "(Mr. Gurung was born in Singapore and raised in Nepal.)" I have a 6-year-old niece, and in a few years they will be aware of this, and I assure you that it is enough for their models. Beauty is beauty. "