Explaining Modern Chinese Women’s Views on BM Style Clothes: From Personal Aesthetics and Social Gender

DOI

10.2991/assehr.k.220105.083How to use a DOI?

Keywords

Chinese Society; Young Women; BM Clothes; Communication; Appearance Anxiety; Body Shame

Abstract

In recent years (approximately from 2019-2021), BM-style clothes have become very popular among young Chinese women. BM is the acronym of Brandy Melville. It is a European clothing and fashion accessories brand, which markets its products to young women. The company was established in Italy by Silvio Marsan but attracted most of its popularity in California. The characteristics of BM-style clothes are short, tight, and exposed. BM style clothes also represent “S size girl”. The sizes of all clothes are mainly available in S or small sizes. So, what makes this style of clothes so popular in China? This article will explore the attitudes of contemporary Chinese young women towards BM-style clothes through a questionnaire. Through the form of questionnaires, this research can be made more objective, uniform, and extensive. The article will explore and find the answer to the influence of social media, social gender, and personal aesthetics on women’s clothing. Does the popularity of BM-style clothes have anything to do with the low price and the exposure rate on social media? The research aims to hope that the government calls on the masses’ health awareness and women will stop blindly pursuing unhealthy figures and meaningless dieting. However, this article only studies the influence of BM-style clothes in China, and there may be a singularity. In the future, it can be compared with related articles in other countries or regions to better understand how BM-style clothes are spread globally through personal aesthetics and social media.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Shijie Wang
PY  - 2022
DA  - 2022/01/17
TI  - Explaining Modern Chinese Women’s Views on BM Style Clothes: From Personal Aesthetics and Social Gender
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 440
EP  - 445
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.083
DO  - 10.2991/assehr.k.220105.083
ID  - Wang2022
ER  -