Brandy Melville did not immediately respond to an email requesting comment.
Jia Tan, assistant professor of cultural studies at the Chinese University of Hong Kong, said the garment industry is an important driver of what is considered “standard” sizing. The same sizes are generally smaller in Asia than they are in the West, she said, and “standard” sizes exclude a significant portion of the population.
“I think we first need to question the enormous social pressure placed on women, and why the clothing industries can have so much power in normalizing our appearance, before we point fingers at these adult women who are themselves. show in children’s sizes, ”Professor Tan said in an email.
Similar online challenges have already gone viral on Chinese social media. In 2016, women – and some men – posed with their waists behind a vertical sheet of A4 paper to show they were “paper thin”.
The challenge was so popular that celebrities took part in it and Chinese state media covered it, prompting feminist activist Zheng Churan to write in a response, “I love my fat waist” on a piece of paper held horizontally over its waist.
In 2015, for the “belly button challenge,” people reached with an arm behind their back and around their waist to touch their belly button – apparently to brag about how thin they are.
There seems to be a growing awareness of body positivity in China. A few months ago, a store faced backlash for calling large sizes of women’s clothing “rotten”, prompting it to apologize.
But Dr Rochelle, a professor at Hong Kong City University, noted that while women were increasingly willing to speak out against bodily shame and share their experiences online, there was little evidence that society as a whole was changing.