HONG LIN
Hong Lin’s career is a masterclass in fusing heritage with innovation. Through Sweet Nostalgia, she celebrates the rich traditions of her past while reinterpreting them for contemporary audiences. Her work embodies the belief that fashion is a powerful platform for storytelling, capable of bridging cultural identities and pushing boundaries.
By weaving personal and universal narratives, Hong Lin inspires an industry-wide shift towards deeper, more authentic representation, proving that fashion is not just about clothing but about the stories that define us.
Using our beloved Asian “granny” candies as inspiration, this story weaves affectionate anecdotes from our past. Personifying four childhood symbols – Botan Rice, White Rabbit, Meji Apollo, and Guava – we celebrate nostalgia with saturated colours from our memories.
Top DAIRU REN.
PHOTOGRAPHER JINGYU LIN
STYLIST XUYUNER (ABBY) QI
INTERVIEWER EDWIN
SWEET NOSTALGIA: AN INTERVIEW WITH HONG LIN
From her beginnings as a Parsons Game Design graduate and Stanford MBA student to her current role as a global modelling icon, Hong Lin’s story is one of reinvention and ambition. Her debut in ELLE USA with Alex White in 2020 marked the start of a career dedicated to redefining Chinese representation in fashion.
Now, as President and Director of Global Operations at BON Model Management, Hong Lin combines creativity and strategy to elevate diverse voices, driving transformative change within the industry. In this exclusive interview, she discusses her career, inspirations, and Sweet Nostalgia—a shoot that celebrates cultural heritage through childhood symbols like Botan Rice, White Rabbit sweets, and vivid memories reimagined with a modern twist.
THE WOW: What drew you to the concept of nostalgia for this shoot?
HONG LIN: Nostalgia resonates deeply with me as an emotional anchor. Revisiting childhood symbols—Botan Rice, White Rabbit sweets—felt like reconnecting with simpler times, a bridge between my past and present. These icons hold personal significance, and reimagining them in a modern context was an opportunity to honour those memories while presenting them anew.
THE WOW: How does your career journey reflect the themes in Sweet Nostalgia?
HL: My journey has always been about balancing roots with reinvention. Childhood memories often serve as a foundation for creativity, and this shoot encapsulates that balance. While my career has spanned global platforms, the essence of my upbringing continues to influence my vision and drive.
Dress NORA LAN,
ring ROUSSEY,
shoes RUBBY RUBBY.
THE WOW: How does fashion act as a storytelling medium, particularly in projects like this one?
HL: Fashion uniquely merges personal stories with universal themes. Sweet Nostalgia isn’t merely about aesthetics—it’s a narrative woven from heritage, identity, and emotion. Modelling, to me, is more than showcasing designs; it’s a medium to convey layered, resonant stories.
THE WOW: The use of colour in this shoot is striking. How does it enhance the narrative?
HL: Colour evokes emotion, instantly transporting us to specific moments. The vibrant hues in Sweet Nostalgia aren’t just decorative; they’re imbued with meaning, drawing viewers into a sensory experience of childhood memories. Fashion thrives on its ability to use colour as both mood and message, making it a powerful storytelling tool.
THE WOW: What role does cultural heritage play in your work, especially as you push for modern representation?
HL: Cultural heritage is a constant source of inspiration. However, my aim is not to romanticise tradition but to reimagine it in ways that are relevant today. Fashion offers a platform to honour origins while pushing boundaries, ensuring representation evolves beyond mere tokenism into genuine inclusivity.
THE WOW: As a leader in the fashion industry, how do projects like this redefine representation?
HL: At BON, I strive to create meaningful opportunities that challenge industry norms. A shoot like Sweet Nostalgia goes beyond celebrating culture—it normalises diverse narratives as integral parts of fashion’s future. By highlighting these symbols, we demonstrate that cultural specificity can resonate universally, paving the way for richer, more inclusive storytelling.
THE WOW: How do you see the future of fashion in terms of diversity and representation?
HL: True diversity in fashion goes beyond casting—it’s about who shapes the narratives behind the scenes. At BON, my goal is to empower talent and ensure varied perspectives define the industry’s direction. Fashion’s future lies in its ability to reflect global complexity, making inclusivity not a trend but a fundamental principle.
Jumpsuit KUAI LI.
THE WOW: Your diverse career path spans Game Design, an MBA, and now fashion. How has this shaped your perspective?
HL: Each step has enriched my understanding of creativity and strategy. Game Design taught me to build immersive narratives, while my MBA honed my ability to navigate markets. These experiences enable me to see fashion not just as art but as a dynamic ecosystem where innovation and tradition intersect.
THE WOW: How does nostalgia continue to influence your vision?
HL: Nostalgia grounds me, offering a sense of continuity amidst constant reinvention. It’s a reminder to stay connected to my origins while creating something forward-looking. For me, nostalgia isn’t about dwelling on the past but using it as a springboard for meaningful creativity.
This story was published in The WOW N° 9.
Talent: HONG LIN
Photographer: JINGYU LIN @ KRAMER + KRAMER
Stylist: XUYUNER (ABBY) QI
Hair: CHIKA NISHIYAMA @ 87 ARTISTS
Make-up: KEVIN CHEAH @ KRAMER + KRAMER
Casting Director: LUCKY TENNYSON @ DMB