Image is everything in modern China and in a drab-looking office in the capital, a steady stream of housewives, single women and even men file through its door daily to seek a complete makeover.
BEIJING: Image is everything in modern China and in a drab-looking office in the capital, a steady stream of housewives, single women and even men file through its door daily to seek a complete makeover.
Among them, seated in front of a mirror, 29-year-old housewife Fanny watches attentively as consultant Li Lei places dozens of fabrics in different shades of red, orange, yellow, green, blue and purple one at a time on her chest.
“I hate shopping. I find it very difficult because I don’t know how to choose the type of clothes that suit me, but I have to attend a lot of business and social functions with my husband and I don’t want to make any fashion mistakes,” explains the housewife. Dressed in a bright green silk top and gray flared out skirt with her hair tied up in a bun, she declines to give her last name to avoid having friends find out she is here, but says she came to the Ximan Colour Image Centre after seeing an advertisement on TV.
She is one of many as Chinese embrace the idea of image consultants as they attempt to adapt to a fast-changing economic and social order.
For 2,600 yuan ($325) — at least three months’ salary to most blue collar workers in Beijing — the image centre advises clients on what colours and style of clothes look good on them, how to apply makeup and what hairstyle suits their face.
Style savants can also sort out well-matched outfits from a client’s closet or accompany him or her on a shopping trip to get a whole new wardrobe if they buy the full package of services costing 10,000 yuan.
Clients can also be advised on posture, body language, speech and mannerisms. Money and increasing exposure to the outside world after decades of isolation are spurring the trend and has created a new profession of image consultants.
“Everyone is paying more attention to appearance,” says Yan Xiuzhen, chairwoman of the China Hairdressing and Beauty Association. “With economic development, people are involved in more social activities, business activities. In the past women and male business executives paid little attention to their image, now they do,” she says, adding, “People’s image also reflects a country’s image.”
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