In 2010, Xiao Wen ju was discovered on the street – literally – as she was walking through the streets of her hometown Xi’an in China. Ju was asked if she’d want to compete in a modelling competition, and she took up the offer and flew to compete in Beijing. As impressive as this origin story is, it was only the beginning of more to come. Shortly after making her debut as a model, she debuted in New York City at the Honor Fall 2011 show. During the New York Fashion Week Fall/Winter 2011 she also walked for DKNY, Prada and L.A.M.B. by Gwen Stefani during which she fell after the platform of her right shoe broke mid-walk. During the next 2011 fashion seasons she walked for Shiatzy Chen, 3.1 Phillip Lim, Calvin Klein Jeans, DKNY, Emanuel Ungaro, Hermès, Louis Vuitton, Prada, Rochas and Thierry Mugler among others. In addition she was picked to be on Lane Crawford's Fall/Winter 2011 campaign, along with other top Chinese models like Ming Xi and Shu Pei.

In 2012 she has walked for 3.1 Phillip Lim, DKNY, DSquared, Hermès, Jill Stuart, Jonathan Saunders, Louis Vuitton, Marc Jacobs, Moschino Cheap & Chic and Tory Burch. She has done ad campaigns for Adidas, Dior, Kenzo, Lane Crawford and Marc Jacobs (becoming the first Chinese to front the designer's campaign). She has also appeared on the cover of Vogue China and Numero China (twice) and became the first Chinese model to front Marc Jacobs in their spring 2012 campaign. Now, the designer darling is a familiar face at runway shows and magazine covers and became the new face of L'Oréal in 2016. Though interviews of Ju often reveal her candid and goofy nature, there’s no denying that she is the epitome of cool when the lights go on.