omonatheydid | Warm summer sun? S. Korea says 'thanks, but no thanks'

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Out of the sun
Myriad of ways to shield from ultraviolet rays

By Rumy Doo for The Korea Herald (August 6, 2015)

For some, summer might mean a time to strip down and get toasty in the sun; Koreans, however, have developed a myriad of ingenious ways to shield themselves as much as possible from the harsh rays.

Granted, the aversion to sun may not be as great as it is in China, where vacationers frequently don “face-kinis” -- rubber masks that cover the skin of the entire face -- when going to the beach, according to recent news reports.

A woman veils her face with a scarf to escape the sun in this July 2015 photo (Yonhap)

Even so, the variety of sunproof, functional products available in the Korean market are many and wide, ranging from portable parasols to neck-covering hats, arm sleeves and sunblock-infused makeup. Many consumers are more than willing to forego the pleasures of basking in the sun if it means preventing skin damage or tanning.

Numerous Korean women, for example, use parasols in the summer to shroud their entire bodies, leaving many foreigners to wonder why the streets are dotted with shadows on the sunniest of days.

Protesters at Seoul Station Plaza shield their faces from the sun with hats and scarves last month. (Yonhap)

“I thought it was interesting that they used umbrellas for the sun,” said Louisa Studman, an Australian university student who spent a month in Korea on an internship. Never having seen sun-screening parasols before, she naturally assumed that they were umbrellas for the rainy weather. “No one does that at home.”

What is more, parasols these days no longer come in bright, summery colors but in darker tones like navy and black -- colors that better deflect sunlight and ensure full protection from ultraviolet rays.

Two men in this July 2015 photo cover their faces as they lie by at the Han River bank (Yonhap)

“More people wear sunscreen (in Australia) in the past few decades because there have been big campaigns about protecting yourself from the sun,” Studman said, though adding that this is only a recent and an unpopular practice, with people still opting for a healthy-looking tan over actual skin precautions.

Things are much the other way around in Korea, it seems. Despite the rising number of sun-kissed celebrities such as Lee Hyori and Sistar’s Hyorin, the majority of Korean women still favor a pearly white complexion over a brown glaze.

According to 2015 research conducted by the Seoul National University Boramae Hospital, some 41.4 percent of women surveyed replied that they applied sunblock religiously, citing “prevention against spots and blemishes” and “to avoid getting a tan” as the top reasons.

A staggering variety of sunblock is available at local cosmetic brands, from the traditional lotion formula to spray, powder and even gel. (Rumy Doo/The Korea Herald)

For some women, skin health is the most important factor.

“I’ve been told that UV rays are the main cause of skin aging,” said Yoon Ho-soo, a 27-year-old, pale-skinned law school student who takes care to apply sunscreen even when studying indoors. “The rays can penetrate through windows as well, I hear. I have thin skin and hair that burns really easily, so I try to be extra careful.”

Such photosensitivity among the female population is partly what gave rise to the Korean makeup industry’s “cushion” boom -- a phenomenon that is slowly spreading amongst international beauty gurus as well.

First released by cosmetics giant AmorePacific’s brand Iope, the Air Cushion foundation features a tinted sunblock that can be patted onto the face using a cushion-like sponge applicator. Allowing skin coverage and easy UV ray protection at once, the cushion foundation exploded in popularity around 2012 and continues to be a bestseller for many cosmetic brands.

The Air Cushion EX compact foundation by brand Iope (Iope)

But sun precaution is by no means limited to gender or age.

Among the older male population, one much-sought item is the arm sleeve. The tube-shaped pieces that wrap around the lower part of the arm are made from a special fabric that provides cooling effects and UV ray protection.

“The arm sleeve fad started around 2011,” said Kim Cha-sun, manager at Mohen Korea, a manufacturer of UV ray-proof arm sleeves and other functional outdoor gear.

“During the summer, all our machines run full-blast to make arm sleeves and nothing else. We sell about 100,000 pairs every year,” Kim said of the products’ popularity.

Easily removable and portable, the sleeves are favored mostly by male vacationers who engage in outdoor activities and by workers who labor for long hours outdoors, Kim explained.

(Left) A child in a Baby Banz flap cap, which covers the nape of the neck (Baby Banz Korea); Arm sleeves (Adidas)

Children are no exception to the sun-shielding phenomenon. Many mothers, for example, have started purchasing sun caps with backside flaps that cover the nape of their young kid’s neck.

“Parents these days are extra attentive to their babies’ skin health, and not just (to) the skin on the face,” said Jung Min-yong, department head at Baby Banz Korea, which imports the flap caps from Australia.

“We also sell UV ray-repellent children’s sunglasses to protect growing corneas and child rash guards. No one wears bikinis anymore -- they may be cute, but they’re too risky.”

Latest swimwear trend involves covering up
Rash guards offer more protection, subtle allure

By Yim Seung-hye for Korea Joongang Daily (August 11, 2015)

The blistering temperatures this summer continue to send sweltering people to the country’s beaches, streams and swimming pools.But this summer’s hottest swimsuit fashion trend isn’t a new type of bikini - rather, it’s the so-called rash guard.

For men, it’s best to style a rash guard top with board shorts. Provided by Billabong

Unlike previous years when many young women were spotted boldly showing off their figures in bikinis or monokinis, revealing one-piece swimsuits that were all the rage last summer, women and men of all ages are instead more focused on covering up this year.

Rash guards, which are a type of spandex water wear that covers the entire upper body, are not a new invention. In places like the Gold Coast in Australia, surfers have been wearing rash guards for many years.

Due to their multiple functions, including protecting wearers from chafing while surfing as well as from sunburn due to overexposure to the sun, rash guards are often worn by those who enjoy water sports.

But this summer, rash guards have become a popular swimsuit for the general public, even though most are just dipping their feet in the pool.

“Rash guards allow you to hide parts of the body you don’t want to expose,” said Lee Young-ah, a fashion stylist. “Those who used to be quite hesitant wearing a bikini due to love handles, for example, tend to be very satisfied with rash guards.”

Although rash guards reveal less skin, Lee says, “it doesn’t mean that it is less sexy.”

“Rash guards are spandex, so they reveal the curves of your body line, presenting a very sexy image,” she added.

For women, a rash guard top can be worn with a bikini bottom. Provided by Barrel

In an effort to reach consumers looking for a new swimsuit for their summer holidays by the water, swimsuit and sportswear brands from high-end fashion to mainstream have scrambled to launch this popular item this summer, in diverse designs and colors.

There is no right answer to wearing rash guards, say fashion stylists.

For a more fashionable look, Lee says it is better to mix and match.

Women can mix and match a tight long-sleeve rash guard top with a bikini bottom, or wear a zip-up rash guard with a hoodie and long spandex rash pants. For men, the best look is to wear board shorts with a spandex long-sleeve rash guard top.

Although many women choose black as it tends to make you look slimmer, fashion stylist Kim Yeon-ji recommends a bright color for at least the top or the bottom.

Kim also says it will look more stylish to mix a new rash guard with the bikini you have at home.

“If you wear a rash guard top, it is better to wear a bikini bottom, but if you want to wear long rash pants, it will look stylish to wear a bikini top as well,” said Kim.

“Swimsuits are very easily affected by trends. Many women will have bikinis they only wore for one season in their drawers. This mix-and-match is another way to make use of your old swimsuits.”

Rash guards were first introduced to Korea three years ago, according to Quicksilver-Roxy Korea, a sportswear brand that has been leading the rash guard market in Korea. Back then, sporty designs in bright colors were the most popular.

Now, as they are gaining more popularity among men, women and even children, the brand said customers’ preferences are differentiating while the market is continuing to expand.

Local casual wear brand Head said late last month that it decided to increase its production of rash guards by 200 percent over last year upon witnessing a jump in popularity. Since May, it has been seeing a 15 percent increase in sales every week, going through its fifth reorder, according to the brand.

“Our latest rash guard from Head’s M3 line is highly functional, not only in blocking UV rays and preventing see-through, but it is also designed to correct body lines so that it can be worn as stylish beachwear as well,” said Yang Soo-young, a manager at Head’s sales and planning department.

Although rash guards have many charms, not only nixing UV rays but also extra flab, Lee says it’s better to avoid wearing rash guards if you are too skinny or too plump.

“Men and women who are too skinny or too large should try to avoid wearing rash guards as the tight swimsuit will look too loose or too tight,” she said.

1. Written by Rumy Doo for The Korea Herald
2. Written by Yim Seung-hye for Korea Joongang Daily

SPF beauty post! What are your go-to sun protection products? What has your summer fashion been like?

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From:

ladydess.livejournal.com

Idk what else to think but the people in the first three pictures look kinda stupid.

Edited Date: 2015-08-14 02:36 am (UTC)

From:

revertigo.livejournal.com

you think they look stupid now, but they'll look 40 while in their 70s

endless charms, endless possibilities

Warm summer sun? S. Korea says 'thanks, but no thanks'

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