Zara Freckles Model Storm, International Brand Acclimatization Or Aesthetic Collision?

Recently, Zara was a bit annoyed, because the Spanish fast fashion brand was caught in a storm because of its freckled Chinese model advertisement.

Some people question, "is the model going to be like this, do you want to be the best, or is it ugly Asians?"

In February 16th, Zara responded by saying that the advertisement is global and not just the Chinese market. The models in advertising are chosen by the Spanish headquarters, not to smear Asian women, but to appreciate the beauty of different viewers.

Zara stressed that "the model is so long that there is no PS on the face. It's a natural state to shoot."

This small storm has concentrated and enlarged the aesthetic differences between China and Europe and America.

Unlike Zara, the advertising models released by Chinese brands are almost 360 degrees without dead pixels. The beautiful star traffic stars are much sought after. No matter whether they are public relations, fans, brokers or brands, they will not allow undecorated photos to flow out.

There are four wonders in Asian Aesthetics: Japanese make-up, Korean cosmetic surgery, Thailand's pfiguration, and China's PS.

The most familiar "standard beauty" of contemporary Chinese is: big eyes, white skin, small five senses, thin body.

The function from Meitu Xiu Xiu can be seen. Instagram and Snapchat only allow users to cover pores with filters. In contrast, Meitu Xiu Xiu can provide a full range of PS functions, such as chin tip, cheeks thinner, and forehead narrowing.

On the aesthetic side, commercial advertising is also helping, such as those with big eyes and contact lenses, emphasizing that slim is the beauty of weight loss advertising.

On the contrary, Zara advertising models include freckles, single eyelids, big boys and girls with large teeth. They are presented with untouched natural wind.

In Zara's view, these people are beautiful, but this seems to be contrary to the aesthetic experience of Chinese people.

Insiders said: "Europe and the United States market from brand to consumer, aesthetic more yuan, but domestic consumers only favor young teeth, cute and so on.

But now, facing domestic consumers, more and more international brands are starting to use traffic stars. "

Zara is no exception.

In September 19th last year, Zara, who never asked the spokesperson, announced the two big China brand ambassadors of Wu Lei and Dongyu Zhou through micro-blog. The number of fans of the two Sina micro-blog fans at that time was 28 million 820 thousand and 25 million 220 thousand respectively.

"In the past, big brands were a bit high and cold. In recent years, they have gradually become more aware of the Chinese market. Many brands are changing their attitudes and even their organizational structure."

The industry said, "however, the problems in the Chinese market are complicated, and Zara is expected to learn some lessons."