Breaking down Anok Yai’s China influence

Reaching supermodel status is not just about Paris Fashion Week runways and Vogue covers — it’s the fan culture that makes you. In 2025, few command the level of attention as Anok Yai. Since being scouted via Instagram photographer Steven Hall (The Sunk) in 2017, the South Sudanese-American supermodel has captivated China’s mainstream fashion audience, emerging as one of the most influential African female figures on platforms like Xiaohongshu (also known as RedNote) and Weibo. With the hashtag “AnokYai” amassing over 11 million reads on Weibo and 123.8 million on Xiaohongshu, her presence signals a progressive era of diverse beauty appreciation in the region. Yai’s meteoric rise — she was nominated for Model of the Year in 2023 and last year at the British Fashion Awards — has solidified her as a key opinion leader (KOL) capable of driving brand engagement and impacting consumer perceptions in China. From Mugler to Swarovski: Brand wins in China Yai’s collaboration with Mugler last year was a case study in her market influence. As the face of the luxury brand’s latest fragrance from the Alien range, Hypersense, her campaign took off among Chinese audiences. The search term “Anok Yai Mugler” is now one of the most popular phrases associated with her on Xiaohongshu, demonstrating the direct impact of her star power on brand visibility. With Mugler expanding into China through a new retail concept blending fragrance and fashion, launched last year, including a Shanghai concept store, her involvement has likely been instrumental in positioning the brand favorably in one of the most competitive luxury markets. Yai significantly boosted Mugler’s visibility across mainland China's social media platforms, contributing to the brand’s financial success. This influence translated into tangible results for parent company L’Oréal, with Mugler achieving 6.2% year-on-year sales growth in China during Q1 of 2024. Beyond campaigns, Yai’s influence extends to major cultural moments like the 2024 Met Gala, where she once again became a trending topic on Weibo. Dressed in a crystal-encrusted gown by Swarovski, she shot the jewelry brand to internet virality in fashion circles. Diverse beauty ideals and shifting attitudes Despite her success, Yai’s journey highlights persistent diversity gaps in luxury fashion. In February 2018, she became only the second Black model in history — after Naomi Campbell in 1997 — to open a Prada show. That same year, Yai was named a global spokesmodel for Estée Lauder, representing the brand in various advertising campaigns. She has showcased her versatility further in campaigns for Acne Studios and Marc Jacobs. Yai has also graced the covers of esteemed publications such as Vogue Japan, Vogue Spain, and Harper’s Bazaar U.S., underscoring her prominence in the fashion world. Yai’s milestone with Prada, while groundbreaking, highlights the significant progress still needed for equitable representation in the fashion industry. The call for inclusivity extends beyond Western markets into China, where major platforms like Weibo and Xiaohongshu have struggled to effectively moderate anti-Black racism in online discussions. Despite these challenges, the growing popularity of models like Yai indicates a shift in attitudes among younger Chinese consumers who increasingly value and champion diversity. Why Anok Yai matters for brands in China Yai stands out as a powerful ambassador for luxury brands seeking to deepen their foothold in China. Her ability to connect with audiences in an authentic, emotionally resonant way aligns with the country’s growing embrace of diverse beauty ideals — making her not just a striking presence, but a strategic asset. Tapping into this momentum, brands that prioritize inclusive casting and storytelling rooted in authenticity will find real value in partnerships with figures like Yai. Her voice resonates especially well with China’s Gen Z consumers, who increasingly demand substance, individuality, and cultural awareness from the brands they support. More than a supermodel, Yai is a symbol of changing times. As her popularity grows among Chinese audiences, brands that authentically align with her values gain a strategic advantage in a market that continues to expand its definition of beauty and influence.

Breaking down Anok Yai’s China influence

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Published April 02, 2025

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Breaking down Anok Yai’s China influence