Blonde Asians

by Liz on August 3, 2013

in Fashion,Opinion

Model Xiao Wen Ju. Photographed by Tim Walker


There’s a new breed of Asian trendsetters in fashion magazines and on the streets, and they seem to pop up everywhere.

Asian blondes are probably nothing novel. No matter where you go these days almost all people dress as they please and dye their hair to their tastes.

It’s a bit harder to say why they are increasingly visible.

I think about Saskia Sassen’s theories of transnationalism and how globalization’s most potent effects manifest themselves in the denationalization of the national. The networks of surveillance and biofeedback that holds the threads of commercial civilization together have become so embedded in the daily life of even the most atomized individual they allow her (or him) to defy the heavy gravity of national identity and join the floating world of mobile apps, sound bytes and downloadable movies.

Some may say the mimicking of European hair color among Asian women is a post-colonial kow-towing to a Western standard promoted by Vogue or Swiss watch advertisements. I don’t entirely disagree with this observation. But if we are increasingly shedding the old Orientalism and trading it in for something a bit more cold, unblinking and sterile, we realize the blonded Asians are a visual metaphor for experimentation, though one that’s boxed in and limited to the superbrand sponsorship that has the final say about everything, including, dare I say, the color of our hair, no matter how off-key it may appear to the untrained eye.

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