Historically, beauty standards in Malaysia have often imposed unrealistic ideals that prioritise Western features over the unique and naturally beautiful and diverse Malaysian features.
A foreign artist recently thought this issue out loud after she observed that there was a distinct lack of local models being featured on ads being placed at public places, leading her to wonder whether she was the only one who observed it.
Foreign artist asks whether M’sians can relate to Western models on ads
In a Tiktok video posted by Sara Ryan, she is seen waiting for the train at the Pasar Seni MRT station, where she noticed that the ads on the doorways only featured Western models.
This then led her to question: why would only Western models be used when there are plenty of beautiful Malaysian models were equally as capable?
“This brand thought it would be a good idea to use all the white models to promote their brand, and I mean, look,” she said as she pointed to a lipstick ad with a white woman’s face on it.
Well, they’re pretty but, I mean, why not local models? I mean, they could use local models, right?
“Malaysia has a lot of beautiful models, beautiful faces and people can relate (to them). But this one, I don’t know, you tell me. Can you (Malaysians) relate to this?” she asked as she pointed to another ad.
In the caption, Sara wrote that she wasn’t judging anyone but simply wanted to share her thoughts and know whether others would agree.
‘Our thoughts exactly!’
The video has since garnered more than 42,000 views at the time of writing and netizens were largely in agreement with Sara’s sentiments about the ads.
‘Exactly!! Even Baju Kurung is modeled by international models.’
‘This is Malaysia. They think white model is better for their brand. They want to look so international.’
On the other hand, some argued that Malaysian models were more demanding and less professional than their Western counterparts.
They also said that brands prefer featuring Western models as its meant to attract tourists, not just locals, to buy their products.
Watch the clip here:
@sarainkualalumpur Im not judging , I only wanted to share my thoughts , what do you think? #modelingmalaysia #asianmodels #modelsasia ♬ original sound – Sara Ryan
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