The "young girls" section of Japanese clothing brand UNIQLO has recently become particularly voguish in China, as young women have been trying to squeeze into these garments, not only because of their cute designs and good prices, but also to appear cute and skinny.
While there are women who have turned to children's wear for practical reasons as the "extra small" of adult clothing may still be too loose for them, the majority of the posts include photos of mostly young women who took on a challenge to fit into the small clothing.
Online posts with labels such as "petite girl try: UNIQLO children" and "sweet spicy girl-UNIQLO children's clothing" have become hot hits on social media platforms like Little Red Book and Sina Weibo.
This cute-oriented fashion pursuit quickly became the target of criticism following an incident in which netizens on Sina Weibo began sharing pictures of brutally stretched out UNIQLO children's shirts with lipstick and foundation stains. Some netizens have accused these women of "lacking social ethics," while a considerable number of others have expressed that they feel offended by the movement, suggesting that it can increase body shaming, and may encourage discrimination toward women's figures.
Some netizens have discovered that there are UNIQLO shops that have started to stop adults from trying their children's pieces, while some branches seem more tolerant of the issue.