Cedric Marginedes is - in the popular parlance -a babe magnet.

This has less to do with his exotic French-Asian looks, his intelligence and humor than it does with his job: The 26-year-old is a model booker - not to be confused with a model worker, though the beneficiaries of his skills may think that designation fits fine.

Marginedes, who prefers to be called his Chinese name, Xing Hai (stars over the sea), makes a living by acting as a go-between for models and potential clients. Energetic and bursting with joi de vivre (he's half French after all), the confirmed bachelor exhibits a charm and sincerity that instantly wins over strangers.

"I suppose you could say I am in the business of selling beauty as a product, "he says, adding, "my definition of beauty is that it is an allure that comes from attitude, what some people call the 'X' factor. There are beauties who never make it as models because they lack that allure, while some less than perfect super models veritably ooze attitude."

"A good model," he continues, "should be elegant, beautiful, intelligent and educated, and, most importantly, natural. Natural beauty cannot be faked."

Marginedes was instrumental in recruiting international models for the recently held Shanghai International Fashion Festival model competition. "The young women I recruited were not famous -but they were smart enough to understand the importance of the huge Chinese market. Being excited about China is one of my recruiting requirements," he says.

Thirty foreign models met his standards, and many walked off with prizes, as well. He cites Lisa Van Goinga, as an example: The competition runner-up, who Marginedes recruited in Paris, has a Shanghainese mother, and Marginedes says that it was "her Eurasian face that won the hearts of Shanghainese."

Born in the French territory of New Caledonia to a Frenchman and his Vietnamese artist wife, Marginedes is proud of his Asian roots, and is quick to point out that Vietnam and China have a shared history." I feel very Asian or Chinese-oriented," he says. "I am fascinated by Chinese culture and I look quite Asian."

Marginedes began traveling on the pro tennis circuit at 15, and decided to settle in China eight years ago. After studying at Beijing University, he worked as a sports marketing manager in the capital, before moving to Hong Kong in 1999 to work as a sales manager for Star TV. It was while he was in Hong Kong that he came to realize that the modeling business on the Chinese mainland had enormous potential. "As the big brands poured into Shanghai, the advertising industry boomed. Multinational companies need models for their shows. So I returned to the mainland last year with Oriental Model Agency," he says.

Model agencies play a key role in the development of the local fashion industry, says Zhang Weiyuan, dean of the Fashion College at Donghua University and a judge at the local model competition. "It's good for local model agencies to attract overseas attention," he says, "but it is also important to promote our own models outside of China."

Marginedes couldn't agree more. The young model booker keeps an eye on top Chinese models like Anna Wang. Saying that she has the potential to be a super model, he took her to Paris earlier this year, where he helped her network with French agencies. As a result, she was selected as one of 40 models from a pool of 400 to show Armani's latest collection this spring. "The European market needs different faces," says Marginedes, "what I am doing is not necessarily just introducing models, but helping the two sides exchange and share their views on beauty."

Being a babe magnet is not, says Marginedes, an easy job. His mobile phone is on 24-7-again, in the popular parlance -and he is ready to work anytime, anywhere.

As with many busy people, he cherishes his rare moments of leisure at home, enjoying a cup of coffee, reading, listening to music, or just enjoying his garden." We create our own beauty and good life," he says philosophically, gazing at his flourishing plants, blooming flowers, and listening to songbirds nesting in his garden.

(eastday.com May 23, 2002)