Shen Mei: Chinese Ideals of Beauty

Following Zara’s new makeup campaign in February this year featuring Chinese model Li Jingwen, along with Vogue’s photography of the London-based Chinese model Gao Qizhen last week, debate has exploded regarding beauty standards in Chinese social media.

Whilst Chinese ideals of beauty have always been very different from the West’s (give or take fads for orientalism), the rise of internet communities and the globalization of the fashion and beauty industries have meant that these two sets of ideals are increasingly coming face-to-face, and the cultural clash made all the more poignant and visible. 


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