In recent weeks, as I returned from a three-week journey through Asia, my social media feed was flooded with Lunar New Year promotions from luxury fashion brands. The campaigns, featuring well-known labels such as Gucci, Fendi, and Max Mara, seemed to prioritize commercialism over cultural significance. As someone born in Britain to Chinese parents and working in the creative field, I found myself feeling increasingly disconnected from these marketing efforts. While collaborations and special collections are abundant, they often appear superficial, relying heavily on stereotypical imagery of the Chinese zodiac animals. Despite the elaborate retail events and displays in Asia, the depth of engagement with the Asian community remains shallow. Brands have the potential to foster meaningful connections by showcasing Asian talent both in front of and behind the scenes.

The fashion industry has not been short of Asian ambassadors, such as Jennie at Chanel and Jisoo at Dior. However, it is rare to see the spotlight on the unsung heroes who work tirelessly behind the scenes. One commendable example of deeper engagement came from Moncler Genius' event in Shanghai, which featured prominent Chinese artists like Xu Bing, Wing Shya, and Leah Dou. Another notable collaboration was Loewe's partnership with Xiong Songtao, a master craftsman specializing in the ancient art of cloisonné. These instances demonstrate that brands can go beyond surface-level marketing when they genuinely invest in and highlight Asian talent.

Unfortunately, Asian representation at the top levels of major fashion houses remains scarce. Among the creative directors leading the top 30 luxury brands listed by Vogue Business, Sandra Choi of Jimmy Choo stands out as the sole Asian designer. This lack of diversity raises questions about the support brands provide to Asian talent. Are they commissioning works from Asian designers and photographers? Are they backing their runway shows? How are they promoting their unique visions? In London alone, there are numerous Asian designers making significant contributions, including Chet Lo, A Sai Ta, and Izzy Du. Their work deserves recognition and support from the fashion industry.

Beyond the realm of fashion, many pressing issues affect the Asian community, such as the rise in anti-Asian hate crimes during the pandemic and the ongoing challenges faced by LGBTQ+ individuals in many Asian countries. Brands possess vast resources and influence, and with this power comes responsibility. Engaging meaningfully with the community on a grassroots level is crucial. Instead of merely capitalizing on cultural moments, brands should demonstrate long-term commitment and genuine support. Real advocacy for the east and south-east Asian community would be far more impactful than simply producing cute advertisements for Lunar New Year.

Ultimately, fashion brands have an opportunity to make a lasting difference by fostering authentic connections with the Asian community. By highlighting underrepresented talents and addressing pertinent issues, they can move beyond tokenistic gestures and contribute positively to societal change. The potential for meaningful engagement is immense, and it is time for brands to seize this opportunity.