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As China bans women from modelling undergarments online, live-stream fashion companies are swapping female lingerie models with...
Digital Desk: Male models in China are donning women's undergarments to support the country's live-stream lingerie industry.
As China bans women from modelling undergarments online, live-stream fashion companies are swapping female lingerie models with male models.
Several live-stream videos of the lingerie industry feature men wearing push-up bras, tight-fitting corsets, and lace-trimmed nightgowns.
"We don't really have a choice. The designs cannot be modelled by our female models, therefore we will use our male models," Xu, the owner of a live stream business, told Jiupai News.
According to Statista, China's live-stream shopping market is estimated to be worth over $700 billion in 2023.
Last year in December, a male model dressed in a silky robe for Xu's company.
"The light and luxurious boudoir of the wife and adults," the video posted on Douyin, China’s version of TikTok, was captioned.
"The male wears it better than the girl," one user said. Another commented, "If it were a female model, the live broadcast would be shut down every other two minutes; it's not like it hasn't occurred before, and this is still depriving a bunch of women of work possibilities."
He didn't get the fuss over male models doing the job. "Many of the directors of these live streams are women; are they also snatching men's jobs?" Xu told Jiupai News.
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