Factors that might result the frequent use of Caucasian models
Sunday, November 21, 2010

Singapore is an Asian country, yet there is a noticeable disproportionate amount of Asian models and Caucasian models used in fashion shoots for local fashion magazines. Magazines such as Her World Singapore, L’Officiel Singapore, Harper’s Bazaar Singapore, Style Singapore, ELLE Singapore, and many other local magazines featured more Caucasian models than Asian models in fashion shoots and ads. Asian models on the contrary, were being featured mainly in lifestyle product ads, local slimming centre ads and Asian beauty product ads. If an Asian model were to be seen in a fashion related ad or photo shoot, the brand that she’s modeling for is most likely an Asian brand. Is it because Asians could not pull off as well in fashion shoots or the media’s and audience’s racial stereotype thinking that results them being featured less in fashion shoots? Could it be that their physical proportion is not as ideal as the Caucasian models or the difference in their cultural background that affects the upshot? A survey questioning the possible factors that results the frequent use of Caucasian models in fashion shoots than Asian models was being done and the majority of the votes goes to physical proportions, second were the media and consumers and the last was culture. Are these reliable factors that results the disproportionate amount of Asian models and Caucasian models used in fashion shoots for local fashion magazines?
Though Asian models are emerging in the modeling world, Caucasian models are still more well-liked and were look-upon as fashion icons due to their strong features and having ideal model proportions. Due to the huge popularity of Caucasian models in the modeling industry, the media is featuring more Caucasian models, which therefore mold the perception of the audiences. Hence, the consumers’ eyes are trained in a manner by which Caucasian models are more identifiable with fashion. The media since long time ago has molded the audiences’ view on Caucasian models and Asian models. Thus, has resulted the stereotyping of race to be use for fashion ads and shoots. Other than all the above mentioned factors like culture, brands, media, consumers, racial stereotyping and physical proportion that may affect the race of model being engage for fashion related photo shoots, the history of a country might also be an issue that results the diverse race used in fashion shoots.
