One size fits small for ajumma shoppers 2012/05/13, Source,
Korean stores scrap large clothing as societal pressures leave average women with few choices
At an H&M branch in Myeong-dong, northern Seoul, Lee Jin-ja, 49, tapped her fingers nervously on the wall. Looking through a rack of pastel-colored spring tops, she asked her daughter, Kim Hyun-seon, 23, for some advice.
"Should I get the large size or the medium?" she asked, with her daughter replying that the large was "way too big" and made her look "fatter and older".
Lee ended up at the cashier with the medium-sized blouse in-hand, Hyun-seon smiling approvingly.
"Even though my weight has mostly been the same, I've started to wear smaller sizes recently. My daughter and even my friends say that wearing larger, ajumma [a local term addressing middle-aged housewives] clothes makes you look older", said Lee, who like many women her age is not the size of a fashion model and has a 29-inch waist,...More
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