Challenging Beauty Standards: One Woman Brings Plus-Size Fashion to China
Photo: AFP
In a country often obsessed with youth and thinness, Amanda Yao is making waves with her bold fashion choices and body positive messages. The designer and influencer is on a mission to bring stylish and high-quality clothing to women often overlooked by mainstream brands.
Yao’s brand, Yue Design, fills a gap in the Chinese market, offering plus-size clothing that is far removed from the sacks and shapeless garments often available. The colorful dresses and vibrant prints are a bold statement against a backdrop of dark colors and restrictive silhouettes traditionally offered to larger bodies.
“I want my customers to have clothes that express who they are inside, rather than soulless pieces that exist only to make them look thinner,” Yao said. “We have work, we have families, we have respectable lives, and we also need some fancy clothes sometimes.”
Countering Online Body Shaming
Yao’s message extends beyond her designs. She uses online platforms, particularly the popular social media platform Xiaohongshu, to promote body positivity and challenge harmful beauty standards prevalent in Chinese society.
Yao frequently posts pictures showcasing her workout routine climbing the hills near her office.
“Reject body anxiety,” Yao, who openly talks about weighing 100 kilograms, wrote in one post to her more than 15,000 followers.
Despite aiming to spread positivity, she is no stranger to the sting of cruel comments. “Daring to post an ugly photo showing your ring-shaped torso fat doesn’t equal confidence,” one commenter wrote, showcasing the intense scrutiny faced by women who deviate from societal norms.
Yet, Yao remains undeterred, driven by a strong belief in self-acceptance and the power of representation. “It’s only made me more determined,” she said. “I want to help women who feel self-hatred see themselves in a new way.”
Limited Choices and Shifting Narratives
Fashion in China, like many countries, has traditionally catered to a specific body type, often leaving women who don’t fit that mold with limited and uninspired options.
While some brands have begun to incorporate larger models into their advertising, many items still cater to a limited size range.
“When it comes to clothing, most Chinese retailers focus on smaller sizes and I think larger people don’t need fashion and don’t need beautiful clothes,” described Yao.
Yao’s own struggles to find well-fitting clothes while living years ago led to the creation of Yue Design. “I found it especially hard to buy clothes here,” she said referring to China.
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Neglecting the large size market, Yao asserts her designs are a response to the lack of stylish and well-fitted options available.
And while Chinese social media is filled with
Kirstie Alley
## Challenging Beauty Standards: An Interview with Amanda Yao
**Interviewer:** Welcome, Amanda. Your brand, Yue Design, is making a powerful statement in China’s fashion scene. Can you tell us about your mission and what inspired you to start this venture?
**Amanda Yao:** Thank you for having me. I started Yue Design because I saw a real need for stylish, well-made clothing for plus-size women in China. For too long, we’ve been offered shapeless, uninspiring pieces in limited colors. We deserve to feel confident and beautiful in clothes that reflect who we are, not just our size [[[1]](https://alvanon.com/are-brands-ready-for-the-big-plus-size-business-opportunities/)].
**Interviewer:** Your designs are bold and vibrant. What message are you trying to convey through your clothing?
**Amanda Yao:** I want women to celebrate their curves and express their individuality through fashion. Clothing shouldn’t be about hiding our bodies; it should be about embracing them and showing the world who we are. We deserve clothes that make us feel happy and confident [[[1]](https://alvanon.com/are-brands-ready-for-the-big-plus-size-business-opportunities/)].
**Interviewer:** You’re not just a designer; you’re also an influencer, using platforms like Xiaohongshu to connect with your audience. How important is it for you to build a community online, especially in a society that can be quite critical of body image?
**Amanda Yao:** Building a community is crucial. I want to create a safe space where women can come together, share their experiences, and support each other. It’s important to counter the negative body image messages that are so prevalent online and in society in general.
**Interviewer:** You mentioned the growing plus-size market in China. What changes are you seeing in terms of attitudes towards body image and acceptance?
**Amanda Yao:** I see a shift happening, albeit slowly. More and more women are embracing their bodies and demanding better representation in fashion. The success of brands like Yue Design demonstrates that there is a real appetite for stylish plus-size clothing. We’re seeing more plus-size models featured in campaigns and magazines, which is definitely a positive step [[[1]](https://alvanon.com/are-brands-ready-for-the-big-plus-size-business-opportunities/)].
**Interviewer:** What advice would you give to young women who may be struggling with body image issues?
**Amanda Yao:** Remember that your worth is not defined by your size or shape. You are beautiful and unique just the way you are. Find clothes that make you feel good and embrace your individuality. And most importantly, surround yourself with people who love and support you.
