Amanda Yao, a plus-size clothing brand owner and influencer in China's manufacturing hub of Guangzhou, is championing body positivity in a society deeply influenced by restrictive beauty standards. Her brand, Yue Design, challenges the norms of thinness, pale skin, and childlike features by offering stylish, high-end clothing for plus-size women.

Yao, who openly discusses her weight and embraces bold, colorful designs, rejects the typical "slimming" dark colors and shapeless cuts often marketed to larger individuals. "I want my customers to have clothes that express who they are inside," she told AFP, emphasizing the importance of representation and individuality.

Her journey began after returning to China from the UK, where she had worked for several years. Struggling to find well-designed plus-size clothing in her home country, she decided to create her own line. Now, she inspires her 15,000 Xiaohongshu followers with messages like, "Reject body anxiety," and posts photos of herself in bright, fitted outfits.

Despite the growing popularity of body positivity hashtags and influencers like Yao, mainstream Chinese media and social platforms still often idealize unattainable beauty standards. Stephanie Ng, founder of Hong Kong-based mental health organization Body Banter, warns that such societal pressures can lead to severe consequences, including eating disorders.

While Yao has garnered a loyal following, she also faces harsh criticism online. Yet, she remains steadfast in her mission. "I want to help women who are feeling self-hatred to look at themselves in a new way," she said.

Her work reflects a broader but still nascent shift towards inclusivity in China's fashion and beauty industries, as brands like Neiwai and An Action A Day begin featuring larger models in campaigns, though product ranges remain limited. Yao’s efforts shine as a beacon of change in a market dominated by narrow standards of beauty.