If you ask the team at Talent Management, one of Europe’s leading modelling and talent agencies, the increasing popularity of Asian models isn’t just a trend.

The success of Beijing-born Liu Wen, one of the industry’s most popular Asian models, has got us thinking. It’s clear that we’re seeing more and more Asian models in the industry, and not just in China.

Although having established her career with the Chinese editions of Vogue and Harper’s Bazaar, Wen became an international presence on the Paris catwalks of Chanel and Jean Paul Gaultier in spring 2008.

Since then, she has been prominent in Milan, Paris and New York, walking for fashion houses including Michael Kors, Balenciaga, Bottega Veneta, Carolina Herrera, Proenza Schouler, Alexander Wang and Salvatore Ferragamo.

Last year, Wen was also signed by Estée Lauder, marking the first Chinese model to be signed by the US-based beauty brand.

Wen said: “The challenge for me, and for Asian models in general, has been convincing editors, stylists, and photographers that we can have mass appeal.

“But Asian, especially Chinese, models have become a stronger presence. Just a season or two ago, there weren’t many models for me to talk with backstage in my native Mandarin. Now I usually have no trouble finding someone at any show.”

Vogue China Editor Angelica Cheung agrees, and says that because we’re seeing more Asian models in the industry, Asian consumers are starting to change their perception of beauty.

“Traditionally the Chinese favoured a classic kind of beauty — big, round eyes, cute small mouth, a high nose, and very fair skin,” said Cheung.

“The Chinese models who have made it internationally are not beauties in the traditional sense, so they are modernising the concept of beauty in China.”