Joyce Rohrmoser - Rent A Foreigner

For some years now, China has not only stood for the mass production and export of cheap industrial products, but also for the import of European luxury goods. The target group is the ever-increasing middle class. The term "rent-a-laowai" ("laowai" means "foreigner" in Chinese) refers to Chinese companies that engage foreigners in their events. Joyce Rohrmoser was hired as the "laowai" by the Chinese company that bought her family's Italian pel company and in 2015 and 2016 participated in various openings of new outlet centers for luxury goods "made in Italy" throughout China. Inspired by designer Donatella Versace, she put on her high heels and glamorous garb to play Rent a Foreigner's role.