Brazilian model Bruno Di Angelis Souza Sandes jumps for a photo during a shoot in Beijing. Photo: Li Hao/GT

Surrounded by strobe lights and camera equipment, Brazilian Bruno Di Angelis Souza Sandes smoothly switches poses to show off the cellular phone he is promoting. His clean look, clear muscle lines and professional attitude make him a delight to work with; everyone in the Chaoyang district-based studio was charmed by him.

A model by profession, Bruno has been working and living in China for three years. He worked in many different countries, but Bruno said he has spent the longest time in China because, as a Brazilian model, he is very welcomed and enjoys more opportunities.

A testament to their global appeal, Brazilian models all but stole the show during the opening ceremony of the 2016 Rio Olympic Games in Brazil. Gisele Bundchen, the highest-paid model in the world, made the opening ceremony her runway as she walked out to "The Girl from Ipanema."

Soon after the opening ceremony, Bundchen's pictures and her story went viral on the Chinese Internet, with people admiring her stunning appearance and how excellent a Brazilian model could be.

Brazil is famous for its export of modeling talent, many of whom have gone on to grace international catwalks and glossy magazines in the West. However, more and more of them are journeying East to China where the welcoming atmosphere and diversified job market help both beginners and experienced models to grow and develop their career.

Jacqueline Jacques has been working and living in Beijing for four years. China's diverse modeling industry has given her many opportunities to grow and mature in her field. Photo: Courtesy of Jacqueline Jacques

Modeling in the Middle Kingdom

After working as a professional model for two years, Bruno traveled to Shanghai on a work trip in 2006. It was then that his career really started to take off.

"I got so many jobs during that trip, including editorials and  fashion shows, and my first catalog (a compilation of photos showing a fashion brand's new collection). I didn't even know how to pose for it because I had never worked for a clothing brand before," he said. "That work trip gave me so many experiences. It was a big break for me. I got a deep feeling for China since then."

Six years later, after working in many countries including Mexico, Spain and Italy, Bruno decided to return to China. He settled down in the country because he believes that China can offer more job opportunities for foreign models than any other country, which can help models grow and improve themselves.

"China is a big school for models because you can find a big amount of modeling jobs in China, which normally would require a certain amount of work experience in other countries," Bruno said. "In China, even inexperienced models can get some opportunities."

According to Bruno, China has both lucrative, high-profile jobs, such as photo shoots for big international brands like Giorgio Armani, and a huge amount of medium- to low-level jobs, like photo shoots for Taobao, which doesn't exist in other countries. He said the lower level jobs are a good start for beginners.

Jacqueline Jacques, a female model from Brazil, who has been working and living in Beijing since December 2012, shares the same opinion as Bruno.

"The types of jobs in China are more diversified and more challenging. For me, I grew a lot more here than in my seven years modeling experience back in Brazil," Jacqueline said.

More job opportunities don't make the Chinese modeling market less competitive. According to Bruno, the "price war" between models in China is really fierce.

"I charge one price and then comes another less experienced model who charges half. Then I lose the job," Bruno said.

More top-level models are also moving to China from all over the world because China is a big economic power that can offer many job opportunities, which makes the market more competitive, he said.

Brazilian models welcomed

It's not just that the Chinese audience loves Brazilian models on the screen, Chinese employers also favor them.

"Sometimes I get the job just because I told my clients that I am from Brazil," Jacqueline laughed.

Max Liu, founder and CEO of Fun Models, an online platform for booking professional fashion models in China, shares the same observation.

Two types of models are the most popular around the world. One type is from the European countries. They are taller, more skinny and less curvy. The other are models from South America, especially Brazil, who are more fit and curvy, Liu said.

The rising popularity of Brazilian models around the world can be seen in the number of them that now walk in Victoria's Secret shows, he said.

"As more Chinese young people like sport and fitness, they also like models that are more fit and healthy. That's a new trend in China, so Brazilian models are more welcomed here because their image is more in line with the new beauty standard," Liu said.

Stacy Sun, an intern at Liu's company who has represented several Brazilian models, said Brazilian models' skin color and muscle definition make them appear more fit.

"Their skin has a natural wheat and bronze color, which makes them look more healthy," she explained. "Some models from Europe or the US use some machines to get a tan, but that's different."

She said the males have more distinct muscles and the females have more clear S lines, while many female models from Europe are more straight or rectangle shaped.

Another reason Chinese like Brazilian models better, according to Liu, is that Brazil is an immigrant country, so most Brazilians are mixed, and many of them have oriental blood.

"The oriental flavor is more in line with the Chinese aesthetic standard," he said.

Liu said according to his estimate, there are around 300-400 Brazilian models in China. They mainly live in big cities, such as Beijing, Shanghai and Guangzhou, Guangdong Province.

Liu said most of the Brazilian models in China do high-level jobs because Brazil's modeling industry is quite developed and models from Brazil are usually quite professional. Also, since Brazil is a long way from China, it is mainly professional models who will most likely move to China.

Many big international brands in China like Brazilian models, especially sports and outdoor brands. Most Brazilian models in China are professional models who mainly work in high-profile jobs and earn a decent income. By contrast, models from other countries, especially those from Russia and the Ukraine, work at varying levels of the industry, and those that work at the end of the spectrum do not earn as much.

A professional Brazilian model usually gets 1,000 yuan ($151) an hour, and those who have some fame can get more than 2,000 yuan per hour, Liu said. For shows, they can get 3,000 to 5,000 yuan.

Still not a cakewalk

Jacqueline Jacques during a commercial shoot   Photo: Courtesy of Jacqueline Jacques

 

Although China offers more job opportunities with decent income to Brazilian models, it does not mean that they have it easy. Jacqueline complains that there is still a white skin complex in pockets of the Chinese modeling industry.

Liu admitted it does exist, but said that the white skin complex is more prevalent among low-level brands and at sales events or store openings in second- and third-tier cities.

"They believe a white-skinned model will make their brand or event look more international or high level," he said. "The first-tier cities and big brands usually don't hire models on account of their skin color."

Jacqueline also pointed out that there are a lot of jobs open to models in China that are not considered modeling jobs in other countries, like restaurant openings, greeters at events or selling houses.

"They are not actually looking for models, they just want a pretty foreigner's face," Jacqueline said.

Nonetheless, there seems to be a positive outlook for the fate of Brazilian models in China.

"I already see things changing; more open-minded clients are beginning to ask for black models now," she said.

"I think with better regulation of the modeling market in China and Chinese people's aesthetic standard becoming more diversified and mature, Brazilian models are going to be more popular in China."
Newspaper headline: Brazilian showstoppers