China Fashion
© Lauren GreenfieldModels are becoming China's new stars. Until the recent development of a domestic fashion industry—and a craving for Asian faces on catwalks abroad—few Chinese beauties could aspire to the billboard glamour of Claudia or Cindy. Now millions would love to be Lu Yi, a 20-year-old from Jiangsu province who says she loves China but sometimes finds its rough edges embarrassing. More at home in the company of Shanghai's English-speaking expats than with ordinary folks, scornful of knock-offs and hooked on expensive designer goods, she is proud to walk the runways for Gucci and Chanel. While training for a future career as a TV show host, she confesses that her real dream is to study in the U.S. To her young fans, though, she's already living the dream.
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InstituteTM (collectively Institute Pictures, Institute Studios, & Institute Artist) is redefining how stories are produced and told in the 21st Century. Founded by Producer Frank Evers and Director/Visual Artist Lauren Greenfield, we are a multiplatform production company representing auteur-driven storytellers across commercials, photography, fine art, film, and technology — and producing original work across every screen that those stories live on. Our multiplatform expertise and established global relationships in entertainment, commercial, fine art, and journalism create unmatched reach and cross-pollination of creative work. A film commission informs a photography campaign; a fine art practice shapes a commercial; an editorial relationship opens a documentary. Few companies operate fluently across all of these worlds. Institute was built this way from the ground up.
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