‘Easy-to-get-married style’: row erupts over new China pink and white ‘purity’ dress code for women which panders to tastes of men
- Style pushes predominance of pink and white that aims to accentuate ‘natural body curves’ of women
- Trend sweeps mainland social media but also spawns counter code of dress and behaviour called ‘difficult-to-get-married’ style
A new “easy-to-get-married” style of dressing – or hao jia feng in Chinese – is sweeping mainland social media.
The mode of dress embraces moderate-length dresses, knitwear, and coats in vibrant, flesh-toned colours like white and pink, often adorned with charming ruffles and bows.
The style is thought to resonate with what Chinese men consider beautiful.
It also seeks to highlight the natural body curves of women while conveying an image of conservatism, innocence, purity, and tenderness, in other words their eligibility for marriage.
A prime example of this style can be found in the character Saeko, played by Japanese actress Satomi Ishihara in the TV drama Shitsuren Chocolatier.
On the long-form video platform, Bilibili, mainland bloggers have even put together a collection of 87 outfits used by the character and labelled them the “easy-to-get-married” style.