Florasis has released an assortment of Mongol-inspired items. It is the third instalment of its ethnic-inspired series, following the Miao and Dai-themed collections in 2020 and 2021. Included are cosmetics such as blusher, eyeshadow, liquid lipstick and foundation. Like the first two collections, the range also includes accessories like a phone case, hair clips and perfume cards; all inspired by Mongolian folk arts and crafts.
To promote the collection, Florasis has released a video featuring brand ambassador actress Du Juan. Du dons a Mongol-inspired dress while wearing Florasis makeup and hair clips. Her voiceover introduces the freeing sensation of the grasslands with a poetic monologue, while on-screen, she is seen leading a horse which carries the phone case on its saddle.
A second video was produced in collaboration with Harper’s Bazaar. Featuring actress Bai Lu, the video is part of Bazaar’s “Lu in Paris” photoshoot. In a subtle Mongol-inspired outfit, Bai is seen stepping out of a van into the streets of Paris. To the beat of a funky soundtrack, the exotic traditional look of the folk art-inspired accessories and jewellery blends perfectly into the Parisian scenes of today. The video is intercut with the application and introduction of the makeup.
On Weibo, China’s Twitter equivalent, the topic “Oriental beauty, Mongolian impressions” (#自在东方美 蒙古族印象#) gained 12.82 million views. Ethnic and folk-inspired designs have seen an increase in popularity in recent years. For example, Miao embroidery was featured in an exhibition at Milan Fashion Week this year, as well as in a De Beers cultural programme the year before. Florasis drew inspiration from the Miao people in 2020 with its first ethnic impression collection. After the controversy relating to its pricing earlier this year, Florasis leverages the traditional folk aesthetic to reaffirm its “Guochao”, or “China Chic” cultural creditability.
