Be the Next Supermodel, implore posters pinned up at trendy spots all over Hong Kong by modelling agency Elite.
The West might be speculating over the demise of the Supermodel but in Asia, the legend has yet to be born.
Despite the hype generated by modelling agents such as Elite and many other 'Look of the Year' shows organised throughout Asia, the industry has never produced a supermodel of the status of Schiffer, Crawford or Evangelista.
It certainly hasn't been for the lack of trying: Elite's annual modelling competition this year, to be held on May 25 at the Regent Hotel, was set up in a bid to tempt willowy Hong Kong beauties to aim for a career in the high-flying, jet-setting world of modelling.
But less than a month before the finals, the responses have not exactly poured in. Elite has received a total of 40 entries.
'It's not bad,' said one booker at the agency.
'But there should be more applications.