When you're heading to a wedding, banquet, or any formal event for family or friends, it's pretty standard to put some effort into your outfit, right? You want to look sharp and fit the vibe of the occasion.
But a recent YouTube video has stirred up a storm online. A Japanese housewife YouTuber shared her plan to wear a dress she bought from the budget clothing brand Shimamura to a friend's wedding. After the video went live, a flood of comments slammed her choice as "improper" and even urged her to change her outfit. The whole incident then spilled over onto X (formerly Twitter), sparking a huge debate about whether her choice was really that big of a deal.
The video quickly drew a barrage of criticism. Many viewers pointed out that the dress wasn't a formal gown at all; it was a casual dress on sale for just 990 yen. Even with a shawl and necklace, its fabric and cut clearly screamed "everyday wear," giving off a vibe of "being too casual for an important event."
▼ The controversial video
Many netizens felt it showed a lack of respect for the marrying couple. "Why would you pick a discounted outfit for their wedding?" some asked. "Does your congratulatory sentiment for the newlyweds only amount to that much?"
One X user, after seeing the video, polled their followers, wondering why "wearing a Shimamura dress to a friend's wedding" was met with such backlash. They argued that Shimamura also sells more formal-looking attire, so why would it be considered rude? Was it just because it was cheap? The original poster even suggested it could actually make the bride's lavish outfit stand out more. 
Comments on X included "You're not the main character, so what you wear shouldn't matter, right?" and "The bride is the focus, it doesn't matter if you wear Shimamura or something handmade." Another user shared a bizarre experience of wearing a kimono to a wedding, only to be told it would "steal the bride's thunder" and that "it's common sense not to wear a kimono," leaving them utterly dumbfounded.
Many jumped to Shimamura's defense, pointing out that the brand does sell formal wear suitable for weddings, funerals, and other celebrations. They praised the styles as decent and the prices affordable, with some even claiming they'd worn a 5,000-yen Shimamura dress to great effect, with no one guessing the price point. Others highlighted Shimamura's perk: usually only one of each style is sold per store, making it less likely to have an "outfit clash" compared to UNIQLO.
However, some netizens reiterated that the dress in the video was not a formal gown but a 990-yen casual dress. Despite the shawl and necklace, its texture and cut were clearly everyday wear. Critics argued that the problem wasn't the brand, but the failure to dress appropriately for the occasion.
The real source of annoyance, they said, was the feeling of "being too casual for an important event." If she had just worn it quietly without saying anything, she might not have faced criticism. But by filming and specifically highlighting that it was a "990-yen everyday dress" for a wedding, she inevitably became a target.
via： togetter