"Is it reasonable for women's clothing sizes to get smaller and smaller", "How outrageous are women's sizes now"... Recently, the topic of clothing has repeatedly rushed to the hot search, about whether women's clothing is "freedom to dress" or "selling body anxiety", netizens quarreled.
Recently, the "fire" of war has burned on children's clothing. The reason is that more and more "hot girl" style clothing that emphasizes the curve of the body and the short waist is worn on the child's body, which is called "milk and spicy style".
Make children's clothing into mature and sexy style, and adult clothes into children's style, many people shout surprised, why did the public aesthetics suddenly go off? Behind this fashion, the business size is secretly tricky, unscrupulous for marketing, playing marginal balls, biasing minors, and all kinds of chaos are frequent.
Women's clothing is getting smaller and smaller
"Sweet and spicy" women's clothing occupies the mall
"Open Taobao for a second without being anxious about the body, see the clothes you like click into only S and M sizes, search for clothes with large busts, pants with large hips, as if people who exceed 100 pounds in this world are going extinct." Netizen Xiong Zi's complaint on Weibo resonated with many people.
Everyone found that the "thin man" in the eyes of everyone on weekdays can only buy clothes in size L or XL on the e-commerce platform. And the well-proportioned self actually had to buy 2XL pants to wear them.
The reporter visited several shopping malls and found that at least two were specialized in small women's clothing, which the clerk called "sweet and spicy wind". The thinner reporter picked out a top and found that the clothes were only as wide as two palms, and the upper body could only reach the lower abdomen. And such a small dress is actually marked with this "size M". Compare these clothes with your children's children's clothing, and the size is almost the same.
(Size M for adult clothes on the left, size 100 for children's clothes on the right)
In some other ordinary women's clothing stores, there are also some particularly small vests and T-shirts, and the female saleswoman told reporters that these styles are popular this year and sell particularly well.
In fact, women's clothing is getting smaller and smaller, but the size is getting bigger and bigger, which is already an open "secret" in the industry.
Xiaodi, who is 162 tall and weighs less than 100 every time she measures her body fat rate, shows "thin", but she recently found it difficult to buy clothes of the right size on e-commerce platforms, "In previous years, I bought clothes in size S or M, but this year's online shopping S and M are always wearing small, I wonder if I am fat, or have the clothes become smaller?" ”
Xiao Li from Hubei Province also clearly feels that this year's clothing size is "much smaller" than last year. "I recently bought a few pairs of summer pants, M wore it so tightly, and I went to buy L, it was still so tight, but I turned over the size M pants last year and they fit well."
Blogger Xiaomi said that a pants that the same store buys every year has secretly "made it small" this year. "The denim shorts I bought last year were a little bigger, and the same size I bought this year can't even be buttoned." Her comparative screenshot on Xiaohongshu shows that the waist design of shorts of the same size has quietly "shrunk" from 79cm to 66.5cm, a difference of 12.5cm.
Not only online stores, but also women's clothing sizes in physical stores have been "rolled".
On May 23, a clothing clerk in Henan complained about the current small skirt, and he couldn't even wear the model display stand.
"It's really annoying that the size has changed, I didn't pay attention to the size when I tried on clothes, and when I came back, I saw that it was XL, and I felt that I was anxious about my body all of a sudden." Ms. Jilin Zhang complained.
"You can't find plus-size clothes in the mall anymore, and even if there are big clothes, it's a casual style for thin people." Office worker Kang Jing likes to dance street dance, usually come to buy small women's clothing, but she does not agree with this trend, she said: "Some people will say that how women like to wear how to wear is 'freedom to dress', but when thinning becomes a unified trend, it is destroying the diversity of beauty, when businesses are listing small clothing, in fact, it is restricting most people's freedom to dress." ”
What's more, not all small women's clothing is satisfactory to buy. Hangzhou Renwanli bought a small women's clothing of a well-known brand online, and placed an order without fitting. But when I bought it, I found that I stepped on the pit, the material of the clothes was very rough, and I had a lot of wired heads, and I didn't wear it a few times and abandoned it. "A small dress for 200 yuan, although not expensive, but the cost performance is too low!"
Behind the growing mess of sizes
Hidden "business opportunities" and tricks
Ms. Wang from Shandong is 170 tall and weighs 110 pounds, and the recommended size in previous years was L size, but this year she found that her "size recommendation" has changed, "There is a store that gave me the recommended size xxxl. Ms. Wang ordered the clothes according to the recommendation, and found that the size was "hidden and greasy" and "the hang tag on the clothes was still L." ”
The reporter found on the complaint platform that many people were also "pitted" by the indiscriminate size. Some consumers said that the size of the shipped product did not match the purchased size. The merchant deliberately modified the size, but also cut off the label, the hang tag was re-affixed several times, according to the usual L-size clothes they are used to buying, the actual size is much smaller than normal.
A size M blouse in the mall, only two palms wide
An e-commerce platform clothing merchant revealed to reporters that many small clothes are actually the same size, and sometimes in order to sell clothes, the size will be changed to M or L. Adjusting the code to reduce inventory has led to the chaos of size misalignment.
Is there a uniform standard for clothing size in China? The reporter consulted several fashion designers, and they all said that women's clothing has unified national standards, and there are also American and European standards internationally, but they are not enforced. There are always merchants who customize the size chart for marketing purposes or according to their own positioning.
Huang Junsheng, who has been in the women's clothing business for many years, told reporters that selling small women's clothing, to a certain extent, is a good thing for manufacturers, and smaller and smaller women's clothing can reduce the financial pressure of manufacturers' inventory. Moreover, the lower unit price can reduce the difficulty of buyers' purchase decisions and increase sales. "Merchants also cater to the market, what is easy to sell, what is in demand, what is on the shelf."
Some people also believe that the brand launched small-size women's clothing to save fabrics and promote sales, a clothing designer in Hangzhou Chen Mei told reporters that fabrics can definitely save a little, but they can't save much, mainly to cater to the trend and eyeball marketing.
"Working in such clothes is inconvenient and uncomfortable, and we should not encourage such aesthetic trends." Everyone's aesthetics of women tend to be thin and tall, but such blind pursuit is not good for the body, and people's health is the most important. Chen Mei said.
In this regard, clothing student Xiaolu told reporters, "Additional customized small clothing or large-size clothing is desirable, but the use of size and size must be standardized, merchants can not define the size of women's clothing smaller, or even become the size of children's clothing, these businesses save fabric costs by changing the size of clothing, but also selling body anxiety to girls." ”
"With the change of female consumers' slimming and fashion needs, the trend of women's clothing getting smaller and smaller is an active exploration of new market opportunities by the industry." A clothing industry insider told reporters, but at the same time, some businesses "reduce size", "size is not uniform" and "random labeling" in order to make profits, which not only hurts consumer trust, but also is not conducive to the sustainable development of the women's wear market.
Children's clothing appears "milk spicy"
Is it freedom to dress or aesthetic deformity?
Adult clothing is getting smaller and smaller, while children's clothing is becoming more and more mature.
A search on social platforms, black stockings, backless clothing, off-the-shoulder fur, many parents share their "hot girl outfits" for their children, and some will also be labeled as "spicy", "bandeau" and "leopard print". Some people don't understand that these sexy outfits are actually worn on kindergarten children?
What is more exaggerated is that these little girls also pose in a variety of "sexy and enchanting" poses, either twisting their waists and pouting their butts, or pouting and showing their shoulders, playing "edge balls", sexy postures and childlike faces, it is really not a good match.
Yu Jiajia, a kindergarten teacher in Hangzhou, was surprised when she saw such clothing, how could anyone let girls wear it like this? Although the children in the class did not wear it like this, she brushed it many times on the Internet and discussed it with her parents.
"As a kindergarten teacher, I strongly discourage children to dress like this." Yu Jiajia told reporters that we encourage children to wear comfortable tops, pants and sneakers, even dresses and princess shoes are not recommended. First, because young children are in the stage of physical development, too tight clothes and heeled shoes are not suitable for children's sports and daily life in the kindergarten, which can easily lead to twisted feet. Second, it is not appropriate for young children to become adults, it covers the cuteness and innocence of the child itself, or it is more appropriate to choose clothes that can highlight the child's innocence and cuteness.
The reporter saw on the e-commerce platform that many stores that sell children's model performance clothes use eye-catching promotional photos, which are catwalk photos of children wearing sexy bikinis, crop tops or suspenders, and almost all the places that can be exposed are exposed. Dopamine style, hot girl feeling, fried street fashion, have become adjectives for children's clothing.
Hangzhou mother Zhuge shook her head, she felt that young children have not yet established correct values and aesthetics, and their dressing must be influenced by the family. One is influenced by the parents' dressing style, and the family likes to wear it this way, which will affect the next generation's outfit. The second category is to make money, to get eyeballs. But no matter which category, it is not good for children.
Some people say that children also have the freedom to dress, why should others interfere? Netizen Xiaowan does not agree that freedom is to make oneself free, and the "freedom" imposed by parents on their children is not freedom at all. Such a morbid aesthetic makes children forced to mature and sexy, which has a negative impact on children and society.
Zheng Zefang, a full-time lawyer at Zhejiang Wumin Law Firm, told reporters that from the perspective of laws and regulations, there are no clear restrictions on this behavior, but from a moral point of view, it may violate social order and good customs.
"The Law on the Protection of Minors mentions that the whole society should establish a good custom of caring for and caring for minors." Zheng Zefang said that some parents blindly pursue "new", "strange", "special" and traffic to put their children on "tight skirts" and "hip skirts" and other "milky and spicy" children's clothing, and the current "milky and spicy" children's clothing has a negative impact on children's physical and mental health development.
In addition, merchants selling "milk and spicy style" and sexualized children's clothing for profit not only violate the laws and regulations of the Law on the Protection of Minors, but also have certain business risks, such as civil rights and interests that may involve infringement of children's portrait rights, privacy rights and other rights, and will be complained about rights protection or suspension of authorization.
"It may be that in the future, relevant functional units will strengthen market supervision, punish relevant illegal merchants, and major e-commerce and short video platforms will reduce exposure and recommendation through algorithm adjustments, so that merchants selling 'milk and spicy style' children's clothing will disappear." To take care of children's mental health, families and society should go hand in hand. Zheng Zefang said.
(Chao News reporter Wang Jing, He Lingyao, intern Guan Chunyuan)