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Western models cashing in on the Indian look
Aug '09
Aptly titled Asian Runway, formerly known as Asian Woman Runway, has now been fully acquired by London based Lemon Group International and drives a new company ethos to further heighten the profile of what they are calling the "Asian Look" as the 'culture clash' turns into 'culture alignment' globally.

Terry Mardi, British Asian media pioneer caught up with Paul Sagoo, Director of Lemon Group at their swanky offices in Mayfair on the eve on India's Independence Day to find out more about how the demand is changing for the so called "Asian Look" as eastern and western media begin to align.

Initially the agency started off as a joint venture between Lemon Group ( and Asian Woman Magazine parent company, AIM Ltd, less than a year ago. When asked why the buyout was so important Paul answered, "We wanted to create complete independence from any one publication which clearly would limit the business potential. The acquisition gives us freedom which further benefits our models and clients, as we are now able to engage with all publications and gain complete access to the market without prejudice or bias."

When asked about the new strategy Asian Runway is utilising Paul said, "We have noticed that the demand for models with an 'Asian look' over the last year has increased both from western and Indian clients alike, the catalyst being things such as the Hollywood-Bollywood fusion with hits like Slumdog Millionaire and the ever increasing profile of Asian celebrities in mainstream western media. Not to be ignored is the ever growing consumerism within the global Asian Diaspora giving brands a new incentive to capture the imagination of the lucrative audience."

It appears that Asian Runway is a recession proof business and since it claims to be the Worlds No.1 Asian Modeling Agency, Terry Mardi asked how Asian Runway plans to stay ahead of the curve with so many other agencies popping up.

"Unlike traditional Indian modeling agencies, our strategy is to focus on getting the right look for our clients, irrespective of the models creed, colour, place of birth or ethnic make-up. For example, in the last year we have been approached by several western clients who specifically have requested Asian models with a western look and Asian clients have called us asking for western models with an Asian look", Paul said.

"So we are now actively seeking models that successfully fulfill this demand since we, as a company, are striving to place our models on the catwalks of New York, Paris and Milan too. Another thing to mention is that although we are a UK based company, our reach is global having just started representation of Asian Runway in both Canada and India."

Recently Asian Runway submitted one of their models as an entrant into the Miss England Pageant 2009 who subsequently went on to finish in the top 10 having beaten thousands of other entrants. "This is only a taste of things to come, next year the Asian Runway entrant WILL be Miss England" said Paul.

Asian Runway

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