Sign in Home News Sport Reel Worklife Travel Future Culture More Search

Home Coronavirus Video World UK Business Tech Science Stories Entertainment & Arts Health More

Asia China India

ADVERTISEMENT

China's latest online skinny fad Top Stories

sparks concern Tanzania's president dies aer
By Waiyee Yip Covid rumours
BBC News Covid-sceptic John Magufuli had not been seen
in public for more than two weeks.
1 day ago
3 hours ago

Atlanta spa shootings suspect

charged with murder
1 hour ago

EU warns UK over Covid vaccine

exports
8 hours ago

ADVERTISEMENT

XIAOHONGSHU

Young Chinese women on social media are posting photos of themselves trying on Uniqlo kids' t-shirts

In the latest fad to rock Chinese social media, women have been flocking to
Uniqlo stores to post pictures of themselves trying on clothes - from the
children's section.

Platforms such as Xiaohongshu and Weibo - the Chinese equivalent of

Instagram and Twitter - have been flooded with selfies of young women in
fitting rooms, wearing tiny T-shirts from the popular Japanese retailer.

On Weibo alone, the hashtag "adults trying on Uniqlo children's clothes" has
received more than 680 million views.

Uniqlo China has yet to respond to BBC queries on the trend, which appears to
have been started by netizens in recent weeks.

It has sparked widespread debate online - not only because it's reportedly
resulted in ruined T-shirts - but also because it is the latest in a series of Features
Chinese social media trends which observers say illustrate an unhealthy
obsession among some Chinese women with looking thin.

What is an eating disorder?

Parents warned of 'sharp rise' in eating disorders

BBC Action Line information on eating disorders

Other trends which have gone viral in the past include the "belly button
challenge", where women wound their arms around their back to touch their
belly button, and the collarbone challenge, which had girls balancing coins From boom to bust - why lockdown
behind their collarbones. hasn't led to more babies
There was also the "A4 waist challenge", where women shared photos of
waists as wide as the narrow edge of an A4 piece of paper, which measures
21cm (8.2in).

'BM Style'
In fact, such extreme viral skinny challenges pop up so frequently on Chinese
social media that there are even niche categories. The Uniqlo trend is an
example of "BM Style", a teen fashion aesthetic involving crop tops, slim jeans Asia's richest man, a bomb scare
and short skirts.
and a murder

It takes its name from the Italian clothing brand Brandy Melville which mostly
stocks one-size-fits-all pieces. Its standard size is comparable to the extra-
small size from other brands.

The trend started gaining popularity last year, aer young Chinese women
began sharing pictures of themselves in crop tops and dresses by the brand
with the hashtag "test if you can wear the BM style".

One 22-year-old Weibo user who frequently posts such pictures told BBC
Chinese that she liked the style as "it looks sexier and sweeter... and it makes How ethnicity and wealth affect US
one's legs look longer." vaccine rollout

'Stingy men' take on Nigeria's

dating etiquette

XIAOHONGSHU
The Paris revolt dividing France
"BM Style" pictures have grown in popularity on Chinese social media since last year 150 years on

But the rise in popularity of such trends has sparked concern that they are
fuelling pressure for women to be unnaturally thin.

There has been criticism of a viral and unverified size chart indicating how
much a "BM girl" should weigh according to her height - one example given
was that a woman with a height of 160cm should weigh only 43kg.

An online body mass index (BMI) calculator provided by Britain's National

Health Service says some of the figures on the chart could mean a person was
Risking everything for an American
underweight and advises they consult a doctor.
dream
On Weibo, the hashtag "how women should overcome body anxiety" has also
received almost 70 million views.

"The scary thing about the 'BM style' is that everyone knows it is unhealthy,
and yet they feel pressured to pursue this aesthetic. Some people overlook
their health for this - it's just not worth it," said one user.

Fears TikTok videos may 'trigger eating disorders'

'I was addicted to celebrity diet tea

'Why would anyone take the A4 skinny waist challenge?

Vaccine pause hits Europe rollout
as Covid cases rise
He Jinbo of the Chinese University of Hong Kong, who studies mental health
and body image, said his latest research on Chinese adolescents found that
the more time a teenager spent on social media, the more likely the teen
would be dissatisfied with his or her body.

While it is not the only society grappling with this problem, experts have told
the BBC that the issue is more fraught in China where notions of body
positivity have yet to take root.

A 2019 Ipsos online survey on global beauty standards found that out of 27
countries, China came out top in believing that body weight and shape are Can the US and China work
important attributes in making a woman beautiful. The Chinese were also the together?
second most likely to pick the skinniest body types as "ideal" for women.

'A good woman cannot weigh over

50kg'
Chinese psychologist Ke Han from Singapore's Nanyang Technological
University noted that Chinese media tends to feature "very thin girls" and the
public tends to favour waif-like female celebrities.
Obituary: Tanzania's 'bulldozer'
"There is a popular Chinese saying which means 'a good woman cannot be President John Magufuli
over 100 jin' which is about 50kg [110lb]," Dr Ke said.

"Women who are heavier than that are then considered lazy and lack self-
discipline because they cannot seem to take care of themselves... some women PRESENTED BY

believe this so much that they think it'll affect their marriage prospects."

Many people still hold a patriarchal view which objectifies women, she said.
"Being slim and beautiful implies 'good value' as an object."

The 'punchline queen' who offended Chinese men

'Banshee, shrew': An angry song wants women to be seen

It is also generally culturally acceptable to be direct when talking about

someone's weight. "The majority of Chinese people have not realised the
damage that fat-shaming can have on someone's well-being," said Dr He
Jinbo. Exploring Yangzhou's
charms
Come and visit the oldest canal city in
China

Elsewhere on the BBC

Lyrics quiz
Have you been getting these songs wrong?

Online eating disorders 'trigger' crackdown call

But there are signs of change, and more "are beginning to be influenced by
body positivity movements elsewhere... you can start to see some talk online,"
said Dr Ke Han.

Last year, lingerie brand Neiwai made headlines when it launched a body Feeling hot
positive advertising campaign. The brand's diverse sizing stood out among What happens to your body in extreme heat?
Chinese retailers which tend to carry items only in limited smaller sizes.

Earlier this month, popular Chinese actress Zhang Meng sparked discussion
online when she revealed on Weibo that she had to seek medical treatment
aer attending an awards ceremony, as she had worn a corseted dress that
was so tight that it had caused severe pain in her ribs. Most Read

Tanzania's president dies aer

Covid rumours 1
Obituary: Tanzania's 'bulldozer'
President John Magufuli 2
EU warns UK over Covid vaccine
exports 3
Atlanta spa shootings suspect
charged with murder 4
Piers Morgan complaints break
Ofcom record 5
From boom to bust - why lockdown
hasn't led to more babies 6
WEIBO

Russia recalls envoy aer Biden

Ms Zhang posted a picture of herself wearing the dress
remarks 7
She said the incident served as a wake-up call. "Our looks are only one part of
Dutch election exit polls indicate
us. Instead of complaining every day that we are not thin enough, it's better to
win for Rutte 8
spend that time learning new things, enriching ourselves, and make ourselves
more confident!"
NHS warns of 'significant reduction'
Many social media users responded with messages of support. in vaccines 9
Said one commenter: "This is really how it should be. So many women have
body anxiety issues, but health is much more important. No matter what we 'Stingy men' take on Nigeria's
look like, we are all the most beautiful." dating etiquette 10
If you, or someone you know, has been affected by this story you can get support
and advice from BBC Action Line. ADVERTISEMENT

Related Topics

China Body image Social media Weight loss

More on this story

Fears TikTok videos may 'trigger eating disorders'

22 June 2020

The 'punchline queen' who offended Chinese men

25 January

More Videos from the BBC

Recommended by Outbrain

The iconic couple with a The dark truth behind the Dubai The British queen who
controversial open marriage princess who vanished ‘unashamedly loved sex’

Lions frolic in snow aer The video Russian police Europe's Roma: 'Even dogs can't
historic blizzard 'leaked to scare people' live like this'

Elsewhere on BBC
Recommended by Outbrain

BBC BBC
In Xinghua, a sea of yellow flowers Ten films to watch in March

BBC News BBC

WhatsApp to switch off messages for all who The moments that could have accidentally ended
reject new terms humanity

BBC News BBC

How Trump offered Kim a ride on Air Force One Is the Western way of raising kids weird?

BBC News Services

On your mobile On smart speakers Get news alerts Contact BBC News

Home Sport Worklife Future Music Weather

News Reel Travel Culture TV Sounds

Terms of Use About the BBC Privacy Policy Cookies Accessibility Help Parental Guidance Contact the BBC Get Personalised Newsletters Why you can trust the BBC

Advertise with us AdChoices / Do Not Sell My Info

© 2021 BBC. The BBC is not responsible for the content of external sites. Read about our approach to external linking.