The objective of this study is to analyze female advertising models’ portrayed in Hong Kong (HK) women’s fashion magazines. The researcher designed a coding scheme table based upon previous literature regarding gender stereotypes. Then, content analysis was conducted. 678 advertisements were coded and analyzed in the process. The findings revealed that the models were stereotypically portrayed within several designated categories. This research also compared differences in the construction of female images between Asian and Western models. To conclude, two categories of body display and independence were significantly portrayed and the existing stereotypes were inconspicuous in the aspects of body size and function, regardless of racial differences. The Western models trended to perform more “Licensed withdrawal” and “Body display” in advertisements of HK women’s fashion magazines.