You're looking at the first all-Asian fashion campaign from a US brand
Fashion has been behind the game in addressing the issue of race. Models of color are just starting to play a lead role in fashion campaigns in the last two years. And some of fashion’s brightest stars still run shows with only white models.
We did it because it's personal
Ray and Mark, the partners behind Sene, are Chinese Americans and the sons of immigrant parents. The concept was birthed while they were watching Ugly Delicious, David Chang’s Netflix documentary.
During the episode on the history of fried rice, David Chang and his guests shared how they all wanted to be white when they were kids.
"Did you want to be white growing up?"
Ray and Mark were struck by how they too had embraced stereotypes and reacted in their own way in search of identity. "Now that we lead a fashion brand," says Ray. "We feel a responsibility to make a difference."
This campaign was shot by Matty Chatburn.