Why do girls like this small size brand?
What is behind you must be so thin?
Only one size BM
How much body anxiety has been sold
Our reporter Liu Qiaoyan
Beginning last year, an Italian clothing brand called Brandy Melville has traveled across the ocean to China. It is known under the name "one size"-as the name suggests, there is no large, medium or small size, regardless of top or bottom. There is only one size-S size.
The so-called BM girl refers to the group that chases Brandy Melville.
It is not uncommon for a brand's supporters to form groups spontaneously, but the BM girl is definitely the most special one.
"Challenge to become a BM girl" in Xiaohongshu became a popular recommendation post; bloggers taught everyone how to lose weight quickly and wear BM skirts; and successfully applied for a part-time clerk in a BM shop to become a trend for Beijing and Shanghai girls to show their bodies.
I still have to lose weight when I go back
Brandy Melville Shanghai head office is located on Anfu Road in Xuhui District.
This internet celebrity street is crowded with flower shops, coffee shops and niche exhibitions and theaters.
However, the busiest place is the BM shop.
When you squeeze into the store, you can see slings with big palms everywhere, and the rows of skirts are rarely asked. Instead, the flow of people in the accessories area is slightly crowded.
The clerk shuttled through the various counters to sort the clothes. They did not have badges and did not wear tooling, because they could be distinguished from the customers at a glance—the height of nearly 1.8 meters that could not be concealed even in flat shoes, and the iconic long length leg.
"They don't have much demand for faces, as long as they are in good shape." The clerk told the Qianjiang Evening News reporter that she went to university in Shanghai and came to work part-time on weekends. The hourly salary was about 70-80 yuan. According to her appearance, the highest time The salary is no more than 90 yuan, which is more than the average part-time job, such as some fast food restaurants, "and it's not very tiring."
Of the ten people who walked through the gate of BM, eight of them "Come and have a look."
This also brought the interview to a standstill.
Zhao Sheng and his friends walked in and sighed, "This is the legendary BM, but that's it."
Zhao Sheng first heard of BM last year. At that time, BM had not come to China to open a store. Zhao Sheng’s three roommates searched for BM-style clothes on Taobao, and they also wooed her to wear checkered skirts to take pictures, but Zhao Sheng Refused.
"I have a big crotch, and it doesn't look good to wear a checkered skirt with the hem retracted." Despite this, Zhao Sheng went to search for what BM was.
As BM became popular from last year to this year, and from Italy to China, Zhao Sheng finally found the opportunity to call friends to see the true face of this store.
"I feel that I still have to lose weight when I go back. I feel that I am no worse than them when I lose weight." Zhao Sheng and his friends concluded.
Thin talents deserve to be "BM girls"
When Annie (a pseudonym) walked out of the fitting room for the third time, her face changed significantly. She sat on the chair opposite the fitting room and asked her boyfriend to bring up the clothes she chose. "They can’t try too much at one time. More clothes, up to five or six..."
Annie is nearly 175cm tall and well-proportioned. She wears a dress and looks good.
She is a frequent visitor here, and basically comes to shop once a month, "I know when they will be new." Annie said, "Although I don't distribute Xiaohongshu, I am indeed a'BM girl'. ."
Annie loves Lisa in the Korean idol group BLACKPINK. The combination of short tops and wide-leg pants often appears on idols, and she has slowly followed suit.
Before BM opened a store in China, she looked for a representative to buy back a few.
For this reason, Annie formulated a weight loss plan for herself during the epidemic, but she failed to stick to it. Recently, she gained 3 pounds again.
This is not enough weight gain in ordinary people's opinion, which made Annie feel particularly frustrated when she tried on clothes that day.
Even so, Annie bought back three "not so suitable" tops.
Be wary of the anxiety of capital trafficking
Yang Lu, who is in the UK, had just received a parcel forwarded from China a while ago, and it contained many BM-style tights.
Wearing these clothes to travel to London has become Yang Lu's obsession with coming to the UK.
Yang Lu said that girls with a weight of 140 pounds would not want to be "BM girls". Instead, most girls like Yang Lu, who are neither fat nor thin, and of ordinary figure, seem to only have to eat a few less meals and exercise more. With a little effort, you can reach the BM "baseline" that has been set on tiptoe.
Girls who do not reach this line will think, "Why can't I be one of them?" Then anxiety is born.
However, what the "BM Girls" overlooked is that there is no such thing as a "standard line".
Even for the BM brand itself, the "one size" formulated at first was not S size clothes, but later it was discovered that S size clothes seemed to be able to find a position for their brand and gain greater market and wealth.
The concocted concept of "BM Girl" fits instantly with the deformed aesthetics and complements each other.
In European and American countries, the BM brand has been repeatedly complained because of the single aesthetic standard that it deliberately promotes and the "body humiliation" of consumers in the store.
But at the same time, the size of BM is still getting smaller.
Aesthetics should never be a unified "white, young and thin", and happiness does not come from being able to wear a certain type of clothing.
In the era of diversification, simply pursuing a slender figure is no longer the whole value of a girl's life.
We need to be alert to the anxiety from capital trafficking and find a way to truly make ourselves happy.
The power of beautiful interpretation is ultimately in your own hands.