Client
Self-project
Fields
# Brand Development
# Talent Management
# Media Relations
# Brand Collaboration
# Content Management
# Social Media Management
# Market Research
# Website Development
# Video Production
Ever since Victoria’s Secret featured its first plus-size model in 2019, the body positivity movement has been gaining momentum in the West. But in Asia, where traditional beauty standards still dominate, representation for plus-size models remains rare. We believed it was time for change.
With that vision, ChubbyChubby Model Management was founded in 2021 as Asia’s first dedicated plus-size model agency, and I was entrusted with leading the project. From market research and brand development to media relations and talent management, I worked to create opportunities for our Chubby Beauties in runway shows, TV commercials, print ads, editorial shoots, influencer marketing, and beyond.
To launch the brand, we scouted and recruited over 40 talented models across Hong Kong and Taiwan, showcasing their beauty and confidence. Our initiative quickly gained traction, securing over dozen of organic media features across social, print, online, and broadcast platforms—sparking conversations, breaking stereotypes, and driving business opportunities. We were honoured to collaborate with Dove, Disney, Satami, and other fashion brands that shared our commitment to inclusivity.
The most rewarding part? Seeing these incredible women step in front of the camera with confidence, proving that beauty comes in all sizes. This project wasn’t just about modelling—it was about reshaping perceptions and giving plus-size representation the spotlight it deserves.
Dove – 致了不起的妳(Dear Amazing You) (2022)
Hong Kong Disneyland – Disney Halloween Time (2022)
Satami – 輕 KENG4 運動企劃(Project-Light-Sports) (2022)
TVB Pearl Magazine Interview “Beauty As Big As It Gets” (2022)
