Ghanaian Model Penny Yeboah Fronts Gucci, Fendi & Burberry Billboard Campaign In China For SAGA Mall

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Dark Skinned fashion model hailing from Ghana, Penny Yeboah has joined the select list of black models to headline a Gucci, Fendi, Balenciaga and Burbery ad campaign in China.

Penny Yeboah who is signed to Dione Slash Gavin (DSG Models) is the first black female to front such a campaign. The billboard campaign is for SAGA Mall, which stands as one of the few authentic stockists the mentioned brands

Penny Yeboah Makes A Name In China

Saga Shopping Mall is located at the Xiaozhai Business Circle and was opened in 2013. The Shopping Mall, and has 7 floors and 2 underground layers.

Images of the Ghanaian beauty Yeboah are displayed across the various stores and walkways of the mall, as well as on billboards, both electronic and printed.

The campaign is part of a promotion to launch new products of the brands. It has also received praise as one to encourage more black models to reach higher heights in the modeling industry in China, and around the world.

Is China Opening Up For Dark Skinned

For a long time in China, fair skin has been associated with beauty, wealth, and prosperity in China. Skin-whitening products are some of the bestsellers for beauty brands, from Lancôme’s Blanc Expert range and Estée Lauder’s Crescent White series to Chanel’s Le Blanc skin-care and makeup lines.

While Unilever and L’Oreal have dropped any references to white or whitening on skin-care labels in response to the Black Lives Matter movement, the majority of luxury beauty brands have not yet taken a stance on this issue.

Black Beauty Matters

But with more Chinese traveling around the world and staying connected via social media receiving information from all sorts of cultures, the country’s ideal of beauty is changing. Leading Chinese models like Liu Wen, Lina Zhang and Chu Wong are some of the most in-demand faces in fashion at the moment, and their success is shifting the country’s decades-long obsession with Western facial features, such as double eyelids and a sharp jawline, toward more a progressive and diverse beauty standard.

More About Penny

Yeboah previously worked for campaigns for Ghanaian brands including RnRluxury, Sika designs, Netseba and So Aesthetics.

She has a degree in Psychology from the Methodist University in Ghana, and currently studying for a Masters in Business Administration in Xian whilst pursuing her modelling career. Prior to her current stay in Xian, she spent some time in Korea.

See the campaign images below.

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