The rise of 'fresh talent' in China's modeling industry

Having young models front luxury brand campaigns seems to have become the passe thing to do these days, with a growing number of older personalities, some of whom can even be considered geriatric, claiming the spotlight.

Italian fashion house Dolce & Gabbana has featured three Italian grandmothers in its recent advertisements. Over at Celine, 83-year-old writer Joan Didion became the face of the French luxury brand's new campaign. Givenchy has done likewise by picking 49-year-old Julia Roberts to promote its women's wear collection.

However, young celebrities, nicknamed xiaoxianrou in Chinese - it literally means "young fresh meat" - still generate the biggest hype.