Chinese models in spotlight (4)

The Chinese market has changed its concentration on the presentation and endorsement of products, she added.

Previously, Chinese consumers would have found international celebrities more attractive for the role, but now there is a growing pride in their own culture and image, and they want to be represented by Chinese models and personalities.

"Luxury brands that want to march into the market should be sensitive to local needs and represent the reality of Chinese women," Valenti said.

Elite represents more than 2,000 models around the world and has shaped stars such as Claudia Schiffer, Naomi Campbell, Cindy Crawford, Helena Christensen and Gisele Bundchen.

Besides searching for the next catwalk and Vogue cover stars, Valenti is approaching some Chinese brands to propose her international models for their use. She is also contacting international brands that are very keen to create a market team in China. "With new faces, brands can start promotion campaigns here," she said.

Continuing its own promotion and commitment to China, Elite has announced that the world finals of the 30th Elite Model Look will be held in Guangzhou next year.

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