1:16 pm - 10/14/2015

JYP Under Fire for School Uniform Ad That Encourages Students to Be Thin

There seems to be a rising controversy over girl group TWICE‘s recent advertisement for school uniforms.

In the advertisement, there are phrases such as “Make it thinner with this skirt! Shading skirt” and “Tighten it with this jacket! Corset jacket.” Then there is a picture of Park Jin Young looking as if he is judging you, along with the girl group members striking poses that emphasize the hips and chest. This advertisement has been posted on the front gate of middle and high schools.

[The ad itself and educators protests]

Not only that, but on the homepage of this advertisement there is a project called “JYP’s ‘Thin’derella Project” where it encourages students to spread this advertisement through SNS.

This advertisement has enraged teachers who protested, “If we don’t make this a problem, then it won’t be. So we are trying to make it a problem.”

Educators proceeded to file a “societal evaluation request” which voices opinions such as, “We do not understand why students, who are still growing up, need to wear shading skirts to make their legs look thinner and corset jackets. Shading skirts and corsets emphasize the female body, and the models in the advertisement look like bartenders and hostesses who have uniform fetishes.”

It continues, “Teenagers are already trying to look like girl groups by going on extreme diets that make them underweight, have weak immune systems, and suffer from anorexia or tuberculosis.”

JYP Entertainment later addressed this, saying, “We are talking with the advertisement company right now. We will release an official statement soon.”

[JYP Statement]

Article: JYP reps, "We will be editing all of the school uniform ads and taking down the ones up"

1. [+6,076, -248] I understand he's an artist whose image is centered around sexy concepts but school uniforms are something worn all day by students, the comfort of their bodies should be the first thing that's considered;;;; who cares if they look sexy! Let's think of their health first!

2. [+4,114, -221] Good decision!! He almost tarnished his image.. ㅠㅠ

3. [+3,337, -179] Junior and high school students are still minors... it baffles me how people think that they can sexualize them like this. As a father of a daughter myself, I'm gravely worried for her.

4. [+2,824, -202] Good decision. Should've considered things like this before even putting out the ads..

5. [+985, -64] Why is JYP apologizing for something 'School Looks' designed and should be apologizing for?

6. [+536, -72] Someone who didn't know better would think JYP was the 'School Looks' CEO ㅋㅋ Park Jin Young takes responsibility for even the hate he doesn't deserve...

7. [+410, -37] Seems this stuff happens because models aren't told exactly how the ad campaign's going to run

8. [+407, -43] Wow, fast feedback from JYP hyung


Article: JYP and school uniform company's fast response + official statement puts an end to controversy

1. [+12,616, -226] Yeah, this is an apology the uniform company should've been responsible for... but I'm glad JYP didn't end up like Yoon Eun Hye and pretend the issue didn't exist. They apologized right away.

2. [+10,043, -242] Yeah, not sure what they were thinking to put students in school wearing what looks like idol girl group stage outfits..

3. [+9,481, -329] No matter how much students like being different and dolling themselves up, I don't like seeing uniforms too short and tight.

4. [+5,482, -252] Wow, do students not get caught for skirts that short anymore??? I guess schools have gotten lax since I've been in school ㅋㅋ

5. [+801, -60] Why is JYP apologizing on behalf of the uniform company?

6. [+670, -21] Good job on the fast response. It's not like 'Ivy' uniform ads where the uniforms are meant to make your legs look long or something... but 'shading skirts'? 'Corset jackets'?... too far ㅠㅠ

Soompi, fyjypnation twitter, Netizenbuzz, Naver 1 & 2, Nate
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mamamoos 14th-Oct-2015 04:50 pm (UTC)
dear god
psychedelico_ 14th-Oct-2015 04:58 pm (UTC)
this is really fucked up. idk if it's photoshop but the girl on the far right's waist is freaking me out. this just reflects a wider societal problem of sexualising school girls and forcing beauty standards on girls from a young age.

and could someone explain why they need advertisements for uniforms? do schools buy their uniforms from these companies and then sew on the school emblem? in singapore each school has a unique uniform in terms of design and colours and we just wear whatever our schools force us to wear.

Edited at 2015-10-14 04:59 pm (UTC)
4minutesluts 14th-Oct-2015 05:07 pm (UTC)
at my school in new zealand the uniform regulations were kind of intentionally broad to ensure that there wasn't just one manufacturer that could charge a lot of money for the uniform. The more expensive ones had the school crest on the breast but I don't think that was actually required, as long as it was a red wool sweater it was fine. Could be something similar here
goldenrosalie 14th-Oct-2015 05:04 pm (UTC)
thank fucking god*. this whole concept even in the behind the scenes video seemed very... let's say... weird. but damn those printed ads are just a whole other level.

* as in: they will take that shit down

Edited at 2015-10-14 05:05 pm (UTC)
ariellm13 14th-Oct-2015 05:07 pm (UTC)
And everybody's gonna act like JYP's hand in this was so minor. It's almost as if he's not a big industry player with the power to check over how his partnering companies use the image of him and his artists.
prlsb4swiine 15th-Oct-2015 07:16 pm (UTC)
bloodtaki2 14th-Oct-2015 05:10 pm (UTC)
JYP is just as bad as this advertisement company. Let's not pretend he didn't have any say in it.
psychedelico_ 14th-Oct-2015 05:24 pm (UTC)
srsly lmao. he definitely knew what the concept of the advertisements would be. his apology is just empty words.
greenmoon666 14th-Oct-2015 05:13 pm (UTC)
These look more like Stewardess/Flight attendant uniforms
phililen3 14th-Oct-2015 05:18 pm (UTC)
It continues, “Teenagers are already trying to look like girl groups by going on extreme diets that make them underweight, have weak immune systems, and suffer from anorexia or tuberculosis.”

I wonder what the classroom is like when teachers try to address this? Good health and fitness vs skinny is sexy?
xxhna 14th-Oct-2015 05:22 pm (UTC)
With all the news of eating disorders lately, i'm glad the issue at hand was addressed because it is a problem.

But why is there such a big deal with advertising school uniforms? Don't schools choose them for the students? Or is this for public systems? it seemed that it was only in the past few years that some school uniforms were sold at departments stores etc. But these were super basic in style and cut. And definitely not as stylish as the ones idols are always promoting.

Edited at 2015-10-14 05:23 pm (UTC)
phililen3 14th-Oct-2015 05:37 pm (UTC)
I think it is a matter of supplier. School says black pencil skirts. Each supplier will pick their own materials and dyes to use, affecting quality. Also, there might be slight differences in cut: where the skirt is tight and by how much.... Small things like that make a difference when students try to make school into a fashion parade. Suppliers are only meeting the demands of their clients: the students. In South Africa, labels of school uniform suppliers are well known among students and parents.
fabulousdoll 14th-Oct-2015 05:32 pm (UTC)

This is giving me flashbacks to Jihyo singing "All about that bass" after they talked about her weight in Sixteen. That was glorious.
And am I the only feeling like they're kind of shaming the girls in the article? I just hope my reading comprehension is failing.

honeebs 14th-Oct-2015 05:34 pm (UTC)
You stay losing JYP, get it together. 2015 hates you.
Thin'derella Project <--- you srs with that shit?!
yesungholic 14th-Oct-2015 05:45 pm (UTC)
School uniforms should never be like that....

kinda OT, did anyone here used uniforms? I wore until my 10th grade. they were these seriously big, one sized white polos and either blue pants or blue skirts.
we all looked ridiculous and yet, no one felt like they HAD to be a certain body type
mlmello 14th-Oct-2015 06:40 pm (UTC)
I used until my last year of high school (or the equivalent of this here in brazil). but my school's uniform was a t-shirt with their logo and you could use with jeans (pants or shorts). I think the kids (elementary) probably use a set of clothes (like those p.e uniforms), but the restrictions get more "weak" as you're getting older. lol

thank god I never had to use uniforms like skirts or shirts tbh. at least here on my state, I think really few schools still use these models.

Edited at 2015-10-14 06:41 pm (UTC)
921227 14th-Oct-2015 05:57 pm (UTC)
This is inappropriate on so many levels, omg It's one thing for girls to hike up their skirts themselves, a completely different thing when their uniform is advertised as corseted and thinning and is basically a pencil/mini skirt

I'm not blaming JYP for the advertisement, but as a grown ass man, he should've had the foresight to say 'hey, I don't think it's cool for these uniforms to be advertised this way esp with me included' and doubly, aren't some of the Twice members school age? This is just ughhhhhhh

phililen3 14th-Oct-2015 06:10 pm (UTC)
I remember when the colab and first ad came out, everyone was wondering why JYP was wearing a corset...
gee 14th-Oct-2015 06:10 pm (UTC)
Terrible, I am glad people are calling this out. And I swear, I remember many years ago that there was some sort of decision put in place that idols could no longer advertise uniforms/be spokesmodels for them. Something about how it drove up the prices for certain brands just because they had famous faces wearing them and that was a burden on families. Or something. Whatever happened to that.
kwikimart 14th-Oct-2015 06:30 pm (UTC)
This is really fucked up, how could he ever have thought this was okay?
School is a place where young people go to learn not so they can look 'slimmer'. It's really messed up targeting school age people like this.
I'm glad they are pulling everything and responded quickly but it never should have happened in the first place.
And why is he in the adverts? Why is a grown ass man in an adverts for a school uniform that is supposed to make teen girls look sexy?!
Okay yeah JYP is officially on serious side eye. This is creepy.
rally_pchan 14th-Oct-2015 08:08 pm (UTC)
i think jyp and the girls were just the models and not responsible for the ad itself
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