Redefining Diversity: Shu Q’s Business Impact in Global Fashion and Media

by William Jones / ⠀News / October 27, 2024

Gabriel Leung, best known by his professional name Shu Q, represents a wave of change in industries long defined by rigid standards and limited diversity. With an acting degree from the University of Southern California, he has consistently advocated for Asian representation since embarking on his career in 2012. Shu Q’s career took off when he became one of the first Chinese models to sign with Elite Model Management in Toronto. From that point forward, he dedicated himself to breaking down barriers and redefining norms in the global fashion and entertainment spheres. His impressive portfolio includes collaborations with major brands such as Abercrombie & Fitch, Samsung, Canada Goose, Calvin Klein, Target, and Patagonia. His acting career also took a significant step with a role in the Paramount horror hit Smile. Shu Q’s contributions extend far beyond personal success, symbolizing a broader movement toward diversity and authentic representation in media. His career creates opportunities for emerging Asian talent, demonstrating that inclusion is more than a trend—it’s a necessity. His affiliations with prestigious agencies such as Fenton Models in New York, Wilhelmina Models in Los Angeles, and Elite Models in Toronto illustrate the breadth of his professional journey and the wide range of expertise he commands.

Early Career and Aspirations in New York

The journey of Shu Q into modeling and acting business was influenced by his childhood experience between Hong Kong and Shanghai, two among the most lively cities in the world. That is where his love for entertainment started developing. The Hong Kong film industry boasts of great action films and interesting drama films that have captured the world’s market. As for me and my family, we used to spend our evenings after supper watching these shows, he said. Such early experience made him develop passion into arts not only that, but it also sensitized him to the lack of representation of Asians in Western media. Watching a drama series, he realized the difference in culture when he moved to the United States for college, so he decided to work in entertainment more actively to raise the visibility of Asians. ‘After five years of working in Los Angeles, I wanted to challenge myself and try something new so I decided to move to New York to work with even more brands and expand my experience,’ he says. Shu Q has years of experience in the L.A. market, which he brought with him when he had to face the extremely competitive New York market. Another factor was his stage experience as an actor, which for auditions was a great advantage and put him way ahead of the other candidates. Listening well during auditions really counts, he says, underlining the importance of flexibility and attentiveness. He also has had the training and the ambition to chart him on the course he has had in the entertainment industry.

The Current State: Asian Male Models

Since starting his modeling career in 2012, Shu Q has been trying to break down the obstacles that Asian male models have faced in an industry that was slow or unwilling to accept the change. “When I first started it was obvious that many brands did not want Asian models to represent them, subconsciously or consciously,” he says. Sustaining these challenges, Shu Q had a personal mission to change the perceptions. Instead of changing everything in a single shot, Shu Q was able to adapt but doing what was natural to him. “I understood that I could make a difference by being myself in every encounter – with every client, at every shoot,” he said. It was not only effective for him to avoid biases of the industry; furthermore, it paved the way for other Asian models.

A Turning Point with Elite Model Management

It was when Shu Q signed up with the Elite Model Management in Toronto that she began to get opportunities to model all over the world. But this was not without hitches on his journey. In his way to this achievement, Shu Q had been rejected by casting calls and agencies in Los Angeles for two years. In summer 2012 he decided to look for new opportunities and to practice his French, so he relocated to Montreal. He initially went for a three-month trial and then faced a moment of rejection from an agency that told him they already had someone like him. Despite this Shu Q did not give up and continued the attempt. He expanded his search, using online castings to contact other agencies throughout the rest of Canada. Much to his astonishment, Elite Toronto did not turn down the offer and said they would like to meet him in person. It was after two 8-hour bus rides in a single day that the call came, Elite wanted to sign me. That was one of the most memorable experiences he has ever had,” he says. Not only did this fulfill the purpose; it also affirmed his hard work while emphasizing the importance of an inclusive fashion industry.

Promoting Diversity through Campaigning for Unique Identity

Shu Q first of all aimed at creating his portfolio through e-commerce shoots, which was very beneficial to him in terms of experience and self-confidence. “These early gigs were invaluable—they showed me the right way to stand and work with photographers and other creative professionals,” he explains. But as he worked his way up through the ranks, he started looking for works that would reach more of the population and be more culturally relevant. I was impressed with his involvement in the Abercrombie & Fitch Lunar New Year advertisement. After several months of cooperation with the catalog team of the brand, Shu Q’s agents decided to ask him about his origins. This conversation led him directly to the brand’s first Lunar New Year campaign. ‘When they asked me if I celebrated the holiday I said yes, it has always been a part of my life since I grew up in China,’ said Shu Q. Despite this, shooting seemed like any other normal day to them while the launch of this campaign had a great deal of significance. “It hit me—this was what I set out to do: embody such culture to the international arena,” he says. The campaign was the pride for him as well as for his family, and it was a step forward in terms of cultural diversity.

Defining Moments with Hudson’s Bay

Another milestone came when Shu Q began collaborating with Hudson’s Bay, North America’s oldest retail brand. Initially, his work with the company was limited to online campaigns. However, after relocating to Toronto, he secured opportunities to work on more visible projects, including the 2018 Canadian Olympic Team Uniform campaign. “It was a privilege to represent Canada’s diversity and be featured alongside the nation’s top athletes,” Shu Q recalls. His images appeared in every Hudson’s Bay store across the country and throughout public transit systems. “Seeing those photos meant the world to my parents, who had immigrated to Canada in the ’80s. It was a moment of pride for all of us,” he reflects. The campaign was more than a personal accomplishment—it was a meaningful moment for the Asian-Canadian community, demonstrating how representation in mainstream media can foster a sense of belonging.

Bridging Modeling and Acting

Non stage acting experience together with a background in theater training and experience makes Shu Q’s switch from modeling to acting quite suitable. Speaking of his passion, he says that he has always wanted to be an actor, but thanks to his theater degree, he is ready to try himself in films. Modeling in turn trained him on how to behave on set, the professional way to carry himself and the aspect of teamwork. While acting on stage, an actor has to be loud and expressive, when it comes to filming they have to be quiet. He adds: “Film acting is all about precision—every single detail including where to look, how to move must correspond to technical specifications of the production”. The versatility in commercial and fashion photography has helped him to anticipate the challenges that come with shooting in either of the two domains.

Continuing a Legacy of Representation

Looking to the future, Shu Q hopes to continue championing Asian, LGBTQ+, and immigrant representation. As industries slowly become more inclusive, he remains committed to making a difference through his work. “It might seem trivial to appear in ads or on billboards for just a moment, but those brief moments have the power to inspire someone to chase a dream they never thought was possible,” he reflects. Although the modeling world can be transient, Shu Q is grateful for the opportunities he has received. “I appreciate every client and agent who has trusted me to represent Asian talent on major platforms,” he says. His aspirations include not only gracing the covers of prominent magazines but also achieving recognition in acting, with ambitions of one day earning an Oscar or Emmy nomination. With gratitude toward his supporters, Shu Q invites new followers to join his journey via Instagram at @mr.shu.q. Through his work and advocacy, he aims to leave a lasting legacy, inspiring future generations to pursue their dreams with courage and authenticity. Shu Q’s journey from the bustling streets of Hong Kong to the international stage is a testament to perseverance, creativity, and an unwavering commitment to inclusion. His career has redefined the landscape of fashion and entertainment, proving that representation matters—and that every step forward brings us closer to a future where diversity is celebrated in every corner of the industry.