Social networks such as Xiaohong Shu and Weibo – the Chinese equivalents of Instagram and Twitter, have recently seen the birth of a new and rather worrying slimming trend. There were published selfies of young women posing proudly in children’s clothes, often from the Uniqlo brand, as if to show how thin they were.
Coming from some Chinese influencers, this trend has garnered more than 680 million views on Weibo alone, according to the BBC, which reports this phenomenon. In the columns of a Chinese site (Red Star News), employees of several Uniqlo stores in Shanghai and Nanjing said they are now used to customers enter the store to try on clothes that are too small for them, take a picture of themselves and leave without buying anything.
What is the “BM Style?
Although this trend is gaining in popularity, voices are rising to denounce a slimming injunction at all costs, and the pressure exerted on women to correspond to the beauty canons of the country. Some Internet users have specified that this trend is closely linked to an Italian fashion brand, Brandy Melville, which advocates a policy of one size clothing, but only sell very small size clothing. We would even speak of “BM Style”.
There have already been the challenges of the navel, the collarbone …
Note that this is not the first trend making the apology for thinness in China. These include the navel challenge, which consisted of wrapping his arm around his back until he was able to touch his navel, the clavicle challenge, which consisted of storing coins behind his collarbone, or the challenge of the A4 sheet, which consisted of displaying a size no larger than an A4 sheet, ie 21 cm.
In China, the “body positive” movement which invites you to accept your body has not really broken through, according to experts quoted by the BBC.
“There is a popular Chinese saying that a good woman cannot exceed 100 jin, which is about 50 kg”Said Dr Ke Han, psychologist from Nanyang Technological University in Singapore. The media and their audiences would also tend to highlight and prefer very thin women, although some signs of change are visible.