Zara is currently the centre of controversy in China because of an ad that featured a freckled model. According to some Chinese internet user, the freckled Zara
About the Freckled Zara Ad Controversy
The freckled Zara ad controversy started when they posted the ad on Zara’s Weibo account. The freckled Zara ad, which was made to promote the brand’s new lipstick and lip glaze series featured Chinese model Li Jingwen. The ad shows Li Jingwen with minimal makeup which revealed her freckles. The freckled Zara ad angered a lot of Chinese internet users, many labelled the ad racist for “Uglifying China”. They were accused of defaming the beauty of Chinese women. Though the ad received a lot of
The controversy surrounding the freckled Chinese ad comes because, for many decades, the Chinese beauty standards have preferred clear pale skin. For decades the Chinese have favoured unblemished skin as a beauty norm. Most advertisers have also helped to reinforce this beauty standard. This beauty norm isn’t just limited to China but spreads to the wider East Asia.
Zara Speaks about the Freckled Zara Ad Controversy
A Zara spokeswoman spoke to Chinese internet news portal Sina.com. She stated that the fashion brand had no intention of offending the Chinese people or making the model look ugly. The spokeswoman stated that the fashion brand likes to depict models as they naturally look. She stated that the aesthetics of the Spanish people are different stating that their models are photographed purely. The pictures aren’t normally changed or modified. She also informed the news portal that the ad wasn’t solely for the Chinese market but was a global campaign.
The model Li Jingwen hasn’t responded to the controversy, but in the past, she has shared the insecurities she had because of her freckles. Speaking to Vogue magazine in 2016, she stated that when she was little she hated them because Asians didn’t have them. She also stated that she tried to cover them up but that she likes them now.