The children’s clothing section at Uniqlo in China has gained an unexpected new customer: adult women.
In the latest viral challenge to sweep the Chinese social media, the women took a dressing room selfie in a Japanese fashion giant’s children’s T-shirt. Has a tendency Experts emphasized that whether it promotes body color does not take into account that it reinforces the country’s unhealthy standards of beauty.
“This is a dangerous trend, not only in the context of a campaign for thinness and the pressure that it puts on women and girls, but also in the context of greater sexual exploitation of women,” Tina Rochelle, an associate in social and behavioral audiences The professor said. At City University of Hong Kong which conducts research on the impact of gender and culture on health. She said that short dresses are likely to be tight and more fit over a woman’s body.
On Weibo, a microblogging platform, where the hashtag “Uniqlo tries adult on children’s clothing” has been viewed 680 million times, criticism has been divided between those who challenge unrealistic beauty standards and those who pose more practical concerns to women Express. Pulling out clothes and ignoring them.
One user described it as “another way to show blond, young, thin ‘beauty,” referring to a phrase commonly used to describe the country’s dominant beauty standard. The person said: “It emphasizes polishing the unhealthy body and should be strongly opposed.”
Another commenter wrote: “Although I am jealous of the figures of those women, they should buy clothes after trying! Clothes are all pulled, how can children wear them! “
Uniqlo did not respond to the email on Thursday and asked for comment.
The challenge has been labeled the latest iteration of “BM Style”, a type of fashion recently popularized by cult Italian brand Brandi Melville, which is young, casual and above all, slim (its stores are only one size Take: extra small).
Since the brand opened its first Chinese store in Shanghai in 2019, it has become an aspirational symbol for young women to squeeze into their clothes. An informal bureaucratic chart broadcast on Weibo shows how much women at different heights would need to weigh to fit – a 5-foot-3 woman would need to weigh 95 pounds.
Brandi Melville did not immediately respond to an email seeking comment.
Jia Tan, an assistant professor in cultural studies from the Chinese University of Hong Kong, said the garment industry is a key driver of the “standard” bureaucratic shape. She said that in the West they are of similar size, usually they are smaller, and that “standard” sizes exclude a significant portion of the population.
“I think we first need to question the tremendous social pressure on women, and how the standard power in the apparel industry can be how we look, before we point our fingers at the adult women who Kids show off in sizes, ”Professor Tan said in an email.
Similar online challenges have gone viral on Chinese social media before. In 2016, women – and some men – were introduced to him Waist behind a vertical sheet of A4 paper To show that they were “paper thin”.
The challenge was so popular that celebrities took part and it was covered by Chinese state media, asking Zheng Churan, a feminist campaigner, to write in a report, “I love my thick waist” horizontally above your waist. On a piece of paper.
In 2015, for the “Belly Button Challenge”, people reached up to touch their abdomen with one hand behind their belly and around the waist – presumably because of how thin they were.
There is some increasing awareness of body positivity in China. A few months ago, a store faced backlash for this Labeling the size of large women’s clothing “rotten” Motivating it to apologize.
But Professor of City of Hong Kong professor Dr. Rochelle said that while there was an increasing desire among women to exclude body shaming and share its experiences online, there were very few indicators that society at large was changing.
“It does not seem that there is a lot of house beating and discussing roughly a woman’s weight can have a bad effect on a person’s health,” he said.