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Catwalking into fashion  

cctv.com 05-25-2005 17:36


With opening up and reform policies introduced in the late 1970s, the Chinese market took on a prosperous scene. Many manufacturers resumed their production after the Cultural Revolution, and overseas companies rushed to China to sell their products. Shops and department stores began to be stocked with a myriad of products. How to make their own products outstanding challenged every manufacturer. It was also hard for the ordinary people to make a choice among the products. In such a fierce commercial competition advertisements became inevitable. The ads sales volume was on the rise from 1981 to 1985. It was the hotbed of Chinese modeling. The Chinese garment industry pioneered.

In the early 1980s, people just took off their blue uniform-like clothes. Though increasingly fascinated with the beauty and color, the introvert Chinese still hesitated to express it. But, anyway, there were a lot of brave ones. At that time, some girls showed their beautiful clothes in public places like the park as models do at the fashion show at the moment. They were not some professionals, and did it only for fun. But, it indeed reflects the public attitudes over modeling. And Chinese people were mentally ready to embrace modeling.

Since the opening up of China and reform policies being in effect, garment promotion emerged. Some people turned to foreign video materials for the knowledge and found out that models play an important role in the promotion of products. Some garment manufacturers and companies set up their own garment play art groups.


At that time, modeling was not professional. The lighting was not professional, and podium was not professional. A small hall, or meeting room, was okay for the show. But, the viewers of the show were indeed professionals. They were garment businessmen and bought made-in-China garments. Sometimes, only two or three viewers would attend. As I remember, a model sometimes had to wear eight to ten sets of clothes for a single show and would attend seven or eight shows a day.

At that time, the fashion walk even became sort of entertainment as movies and soccer matches are. That is because there were not as many forms of entertainment as now.

After 20 years of development, China has built many skyscrapers as high as those in New York. Beijing and Shanghai have installed subway systems as complex as that in London. The number of Chinese Internet users comes in the second place, only less than that of the U.S.. As more communication channels between China and the West become available, Chinese modeling industry is also looking at their peers overseas. They have a longer history and well-established system. Now, Chinese models know more about international standards of modeling and how foreign counterparts work.

But, the selection of models in China differs from that in the West. Unlike their foreign counterparts, the Chinese prefer to discover their beauties through modeling contests. One Chinese newspaper said in 2004 alone China staged over 100 beauty contests nationally. If local ones are counted, the number multiplies 10 times!

The history of modeling is a deciding factor. At that time, the Chinese market for model selection had not yet matured. Neither was the Chinese market. A well-established model training system hardly existed. As well, the Chinese have long emphasized the results. Actually, if there was to be a change, it should be that models should not be mainly selected through the modeling contest, but rather have their value as a model be decided by the clients.


I believe every girl has a dream. As long as you have it, you should try it. What you should have is your own personal quality. I remember the reason behind my decision to participate in the contest is because I am tall. With it, I think you can try it. If I missed the opportunity then, I would have regretted it. Also, I think such a fashion contest can help you know whether you fit this industry or not.

The Chinese super model is always found through modeling contests. When she or he wins the trophy, she or he was labeled as super model. But, in the West, this is not the case. The market decides who the super model will be. If the clients feel he or she is valuable, he or she becomes a super model. Though there are model contests, it is only sort of for the experience of the individuals. But, The finals of the contest alone can decide whether he or she is a super model or not!

But, this doesn鈥檛 mean the Chinese modeling industry is maverick. Scouting firms in China also play an important part. And scouts have become a new category of jobs.

Foreign models fly to China, while Chinese models walk overseas. Undoubtedly, they are bringing some new concepts of modeling into China. It definitely helps the Chinese modeling industry mature soon.

Jonathan Vitage, French, is one of the foreign models who compete in China. When he strolled in the streets of Paris, a scout discovered him, and brought him into the spotlight. Since then, he began his modeling career. In the following years, he worked internationally, and went to Milan, Los Angeles, Tokyo, and other business metropolis. In April, he came to China to compete in the Shanghai International Modeling Contest.

He said in China a lot of things are different from other countries. For example, in Milan and Paris, the market there is very fashionable. People there like longhaired and skinny guys. In China, besides the above qualities, the Chinese also prefer people with smiles on face.

Li Fang is one of the Chinese models who go international. She went to France in February 2000. In July 2002, she became the first Chinese model to walk in the Christian Dior鈥檚 show. She was very proud of that. She also worked in Italy and Japan.


In China, the designers don鈥檛 ask models to go to interviews before each show. If they know about the model, they will decide to use that model for the show without further interviews. But this is not the case overseas. They might have used one model ten times but before each fashion show they will interview that model again. The frequency of interviews is very high overseas.

She said the foreign designers assume each time models are different. They want to know whether their mentalities at a particular time meet their requirements for certain clothes. Foreign designers always want to be creative and hate to be the same as before.

Lise-Kristin Olsen, Norwegian, came to China last October. In Norway, she assumed the crown in a local modeling contest, and became a professional model. Then, interested in China and tempted by the opportunities in China, she bought a plane ticket, and began her adventure in this ancient country.

Lise thinks it necessary to speak fluent Chinese as she is working in China. She hopes to communicate with the photographers and directors better. So, she goes to the International School of Education at Shanghai Jiaotong University to take intensive Chinese language course.

She works very hard in China, and goes to many local model agencies. Her efforts paid off very quickly. Two weeks after her arrival, she won her first photo opportunity. But, she said the Chinese market is very competitive. They not only compete with Chinese models but also with other foreign models. But, she did fairly well at the moment. She said she once received five calls on a single day.

She said Chinese fashion market is very different from that in Norway. There the market is much smaller. But, China, like the city of Shanghai, has a very huge fashion market. Advertisements are everywhere, which means she can have more chances to work.

Such schools or training centers are thriving around China. Garment companies, model agencies, and veteran models are active in the hot model training. For those to follow modeling careers, such schools offer shortcuts. They tell young people a lot of tips, for example on catwalking. Some of these schools not only teach students how to be a model, but also teach other skills necessary for them after the modeling career.

Editor:Hu  Source:CCTV.com


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