Why brown has become the new white
The age-old rules on what Chinese women 'should' look like are being rewritten
Jiang Wenxiu of the Department of Psychiatry, Zhongda Hospital, Southeast University in Nanjing says: "These women's touch of specificity lies in their unique 'ordinariness', and such features have increased their attractiveness to women. It is this unconventional ordinariness that inspires identification and new possibilities.
"At the same time, it also means the representation of the role of the new female consciousness in popular culture. With the increasing ability of female consumers to be at the forefront of consumption and cultural trends, the female self and the idea of being self-conscious without being appreciated－with its ability to determine the direction of spending habits－h(huán)as become more widely accepted.
"The important force of culture and this feminine consciousness also gives the so-called ordinariness a sense of identity, and this sense of identity reflects the expansion of space for new possibilities. This kind of feminine consciousness is more recognized by the public and more assertive than the traditional concept of men."
