Onward Kashiyama Co., Ltd. The reason for “not wanting to show skin” was “sun protection” which surpassed “body image self-esteem”! Onward surveys the true feelings of “those who hide even in summer”, and clothing needs are changing as the heatwave

[Onward Kashiyama Co., Ltd.] The reason for not wanting to show skin is that “sun protection” surpasses “body image self-esteem”! Onward surveys “those who cover up even in summer” and changes in clothing needs due to prolonged heatwaves ​
Onward Kashiyama Co., Ltd. Press release: July 17, 2025 To members of the press The reason why “I don’t want to show my skin” “Sun protection” turns out to be more effective than “body shape
self-esteem”! Onward surveys “those who cover up even in summer” and changes in clothing needs due to prolonged heatwaves ~”Survey on awareness of clothing and exposed skin in midsummer” from Onward Marketing Survey~ The marketing group at Onward Kashiyama Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and CEO: Yasumoto Michinori) conducted a nationwide survey of 550 women in their 20s to 60s on their awareness of midsummer clothing and exposed skin. This survey revealed that many women “want to show as little skin as possible” even during the hot and humid summer months. The most common reason for this was “sun protection,” followed by “body image complexes.” This highlights the complex presence of practical needs, not just concern about appearance, but also functionality and comfort to deal with the prolonged heatwaves caused by climate change. ■Survey Results Summary ●Only about 10% of women are positive about showing skin even in summer, while about 90% are reluctant to show skin, saying things like “I would like to avoid it if possible” or “I have no choice but to show skin.” ●The number one reason people don’t want to show their skin is “concerns about sunburn and insect bites.” Furthermore, it was revealed that one in three people do so because they are
“self-conscious about their body shape.” The areas they are
particularly concerned about are “upper arms” and “stomach area.” ●When choosing summer clothes, people tend to place importance on both “coolness” and “appearance awareness,” such as “breathability,” “UV protection,” and “body shape coverage.” ■ Results of a survey on “summer clothing and skin exposure awareness” TOPICS 1. Only about 10% of people are positive about showing skin, while about 90% are somewhat resistant to it
https://prcdn.freetls.fastly.net/release_image/32937/177/32937-177-df8b3b8116b106acf7f4510ab27ac619-3258×1953.png In response to the question, “Please choose the answer that best describes your feelings about showing skin in the summer (multiple answers allowed),” 33.1% of respondents answered, “I feel
uncomfortable showing skin, so I avoid it,” while 31.6% answered, “I’d like to avoid it if possible, but there are days when I have no choice but to expose a lot of skin,” and 30.9% answered, “I don’t mind a little exposure (only my arms, for example).” This shows that about 90% of people are reluctant to show skin. Meanwhile, only 12.0% answered positively, “I don’t particularly mind showing skin.” TOPICS 2. Reasons for covering up skin even in summer: Most common is “protection from sunburn and insect bites,” followed by “body image self-consciousness”
https://prcdn.freetls.fastly.net/release_image/32937/177/32937-177-b6bcc5aca6610d48da48cea05376b2f0-3900×1762.png In response to the question, “Please choose the main reason why you don’t want to show your skin,” the most common answer was “To protect your skin from sunburn and insect bites” (38.2%), followed by “Because I feel insecure about a certain part of my body or I’m not confident about my body shape” (30.6%). Other reasons given included “I’m worried about getting cold indoors” (11.8%), “I’m worried about people looking at me” (9.8%), and “I feel cooler when I don’t expose as much skin” (7.7%). The reasons for avoiding showing skin were
“consciousness of protecting the skin” from sunburn, cold, and insect bites, which outweighed “consciousness of appearance” such as lack of confidence in one’s body shape and concern for others’ gazes. TOPICS 3. Areas of concern are “upper arms,” “stomach,” and “legs.” “Classic summer clothing” is a source of worry
https://prcdn.freetls.fastly.net/release_image/32937/177/32937-177-6b5596952816907543c8a7f740a73533-3900×1612.png When those who answered “I’m not confident about my body shape” were asked “What part of your body do you particularly worry about?”, the most common answer was “I’m worried about my upper arms” (32.2%), followed by “I want to cover my stomach and waist” (30.8%) and “I don’t want to show my legs” (24.5%). All of these are areas that are easily exposed with summer staples such as sleeveless tops, cropped tops, and shorts, highlighting the dilemma many women have with fashion, such as “I want to wear summer clothes, but I can’t because there are parts of my body that I’m worried about.” TOPICS 4. What is required for summer clothes that do not show skin is functionality such as “breathability” and “UV protection”, followed by “body shape coverage”
https://prcdn.freetls.fastly.net/release_image/32937/177/32937-177-e3dfaad7ed8bec4ea3437868d17c96c4-3900×1847.png In response to the question, “What elements do you think are good for summer clothes that don’t show skin?”, the top answers were
“breathable material” (25.8%) and “UV protection or other sun protection features” (20.5%), with practical needs such as
functionality and comfort to cope with the longer summers caused by climate change accounting for about half of the answers. It turns out that what people want from summer clothes is mainly practicality, such as “coolness” and “skin protection.” □Questionnaire survey overview Survey organization: Onward Kashiyama Marketing Group Survey method: Internet survey Survey system: Questant Survey subjects: 550 women nationwide Survey period: Friday, June 20, 2025 ■About the “Onward Closet Mag” special feature article ONWARD CROSSET MAG, an owned media operated by our company, is currently publishing a special feature article that solves the two major reasons revealed in this survey for “wanting to avoid showing skin in the summer. In the [UV Care Items Special] section, which is useful for UV protection, we introduce items that can protect your skin from the summer sun while also being fashionable. In addition, the special feature, 【Summer Masterpiece Awards】, which introduces the “Summer Masterpieces” that are honestly recommended by shop staff and stylists, introduces a lineup that responds to the voices of those who value consideration for the body shape and comfort, such as “slender-looking” items that naturally cover problem areas. □【UV Care Item Special】”The Easiest and Most Comfortable! This Year, Adults are “Wearing” UV Care”
https://prcdn.freetls.fastly.net/release_image/32937/177/32937-177-3058cf08f656c50e41eb699e4f1d5894-750×450.jpg URL:https://crosset.onward.co.jp/mag/fashion/4084 As the UV rays become stronger in the coming season, we will feature UV care items that allow you to protect yourself from the sun in style. We will introduce items that respond to the most common reason given in the survey: “Reason for not wanting to show your skin = sun protection.” □【Summer Masterpiece Award】Here are the comfortable clothes to survive the scorching heat! Decided! Summer masterpiece AWARD 2025 Image
URL: https://prcdn.freetls.fastly.net/release_image/32937/177/32937-177-c41f4d527e9e0e4a0c0798cec2055d97-612×406.jpg URL: https://crosset.onward.co.jp/mag/lp/20250711_summeraward/ We have carefully selected the best summer items that are “just right for your current mood” and are recommended by shop staff and stylists nationwide as the “Summer Best Items Awards”. We are introducing items that meet the desire to “hide but also enjoy fashion” by covering up body shapes and being comfortable to wear. ■What is “ONWARD CROSSET MAG”
https://prcdn.freetls.fastly.net/release_image/32937/177/32937-177-2dd99a8a93bc0c3fbd8dd646ff4db163-429×50.jpg The concept is “For adults with style. Find your true self.” A media outlet providing information on fashion, beauty, gourmet food, and other products handled by Onward Closet. “ONWARD CROSSET MAG” URL: https://crosset.onward.co.jp/mag/ Onward Group’s official fashion online store “ONWARD CROSSET”: https://crosset.onward.co.jp/ “ONWARD CROSSET” offers a mail-order service called “Click & Try,” which allows you to try on and purchase items you’re interested in at a physical store. (※Some products cannot be ordered.) Click & Try details and store list:
https://crosset.onward.co.jp/feature/click_and_try/ automatically, so please do not reply.