When you say Chinese women, you will think of thin, small-frame body size ladies. China's traditional beauty standard has linked slimness with attractiveness, setting aside plus-size females. But thanks to emerging fashion influencers today, full-figured girls now find their voice and being part of the social norm.
One of the known fashion influencers in China is Kiu, a Hong Kong native based in Shanghai. She helps plus-size women to love their body and combat the society's pressure to be thin, per the South China Morning Post. Kiu started her vlog in 2018, called Kiu Plus, on China's biggest instant messaging, WeChat, and the country's microblogging platform, Weibo.
As China's fashion stores are still full of extra-small clothes, she knows the challenge of finding plus-size attires in the market. So, she also features her online shopping purchases from Taobao, Uniqlo, Zara, and other retailers to aid full-figure ladies where to find their outfits. Although the likes of Kiu's blog are still fairly rare in China, it is a good start for the acceptance of different body types in the country, where stereotyping and body shaming is still happening.
In fact, for the past 12 months, the acceptance of plus-size women is getting evident. Wang Ju, a full-figure "Produce 101" contestant, made it to the reality talent show's top 22. Naomi Watanabe, a plus-sized Japanese comedienne, managed to perform at the online marketplace Tmall's Singles' Day television gala for the first time. Fashion brands in the country are also gradually recognizing the need for diverse representation as the demand for plus-size models are growing on Chinese e-commerce sites.
According to Jing Daily, there are a lot of factors behind the change of embracing plus-size women in Chinese society. One of the most distinct reasons is the rise of new generation of consumers who are looking for "individuality." Millennial and Gen-Z consumers in China are often searching for "new adventures" and put an "increased value on personal success." Hence, these changes, added to the change in public opinion, suggest that this is the perfect time to recognize body-positive representation in Chinese markets.
"Chinese millennials and Gen Zers, particularly those who live in top-tier cities, have greater access to Western culture and ideals compared to older generations," Grazia China deputy style director Hubert Chen said. "While many in China still lack the cultural context to appreciate diversity, these consumers are more likely to understand its impact and are open to talking about it."
Some Chinese retailers are already aware of the need for diversity when it comes to clothing. China Daily reported some shop owners on Taobao, received over $15 million a year by selling plus-size clothing. Full-figured models also earn twice as much as slender models.
