“Recently on Xiaohongshu, I was scrolling through hot search terms and three of the top subcategories were related to styling tips for plus-sized fashion（夏季穿搭胖女孩，夏季穿搭微胖，夏季穿搭胖妹妹), so I think there is an opportunity for brands in this regard,” Hallanan explained. Lauren Hallanan, founder of China Marketing Insights, pointed out that there is a segment of females seeking fashion and beauty advice. On Gen-Z focused social media platforms, there has been a demand for diversifying the sizing for female clothing. This comprehensive marketing approach was positively reciprocated with 1,130k views and many comments since its release. A 14-minute documentary featured six women representing familiar negative female stereotypes. Chinese lingerie brand NEIWAI released a social media campaign, No Body is Nobody, ahead of International Women’s Day this year. As Jing Daily previously reported, some Chinese brands are helping to address the issue. Influenced by shifting western ideologies that are now becoming more inclusive, body positivity has sparked an open discussion in China. In this book, Dychtwald explained the popular Chinese phrase “face-forward generation,” (靠脸社会）means that beauty is the key to succeeding in society moreover, in the past few years, four or more hours a day on social media sharing selfies has made a whole generation far more beauty conscious.Ĭhinese lingerie brand NEIWAI released a social media campaign, No Body is Nobody, ahead of International Women’s Day this year. As the author of Young China, Zak Dychtwald said the BM trend has surfaced a conversation around narrow Chinese beauty standards that has been simmering under the surface for years: “This is the 2020 version of the “pale, rich and pretty”（白富美）conversation that originated among the older Millennials.” The pursuit of beauty as a societal phenomenon is not new, but the cause and effect is still relevant. Suddenly everyone had a new excuse to be skinny.” Photo: Īs a result, social media has become the feeding ground for beauty trends.In an interview with Jing Daily, Sakura Luo, a college student based in Beijing said: “If you’re just looking at how people dress on the streets, BM wasn’t that commonly seen until Douyin made it big, and the chart went viral on Little Red Book. “BM Girls’ Ideal Weight Chart” has gone viral on Little Red Book. According to a 2015 report, China’s youngsters own on average 30 beauty apps on their smartphones and spend roughly 3,276 minutes on selfies per year, excluding post-editing time. This paragon has only been amplified by the rise of social media. Historically, China’s beauty standards for women have always been “pale,” “young,” and “thin.” It’s not a surprise that this racially homogenous country - 95% people are ethnically Han - has a narrow aesthetic caliber.
Gen Zs, Social Media, and the “Face-forward Society” Understanding this newer generation can help brands wish to attract the younger demographic, especially when Brands need to carefully balance culturally-specific beauty standards with changing social values. One side upholds this aesthetic as the ultimate fashion statement, while the other condemns the BM standard as “body shaming.” Arguably the first generation with an excess of globalized information and values, these Gen Zers are increasingly socially aware. In China, mainstream society holds the belief that wearers should be underweight to wear the BM look, and this body ideal poses a challenge for average women to pursue.Ĭhinese Gen Zers are divided on the topic. What the endorsements from Asian celebrities such as Jennie from Blackpink and Ouyang Nana, alongside Brandy Melville’s Instagram models, and the chart in question, all have in common is promoting a skinny aesthetic that works for the only size the brand offers - which is a small. Asian celebrities such as K-pop group Blackpink have been said to promote the BM aesthetic.
0 kommentar(er)
