China bans women from modelling lingerie - so men are wearing bras
Male models in China are flaunting women's undergarments to support the country's livestream lingerie industry.
Livestream fashion companies are swapping female lingerie models for male models after China banned women from modelling undergarments online.
Several livestream videos of the lingerie industry feature men wearing push-up bras, tight-fitting corsets and lace-trimmed nightgowns.
"Personally, we don’t really have a choice. The designs can’t be modelled by our female colleagues, so we will use our male colleagues to model it," Xu, the owner of a livestream business, told Jiupai News.
China’s livestream shopping scene is estimated to be worth over $700 billion in 2023, according to Statista.
A male model adorned in a silky robe for Xu's company last December.
"The light and luxurious boudoir of the wife and adults," the video posted on Douyin, China’s version of TikTok, was captioned.
One user said, "The guy wears it better than the girl." Another wrote, "If it’s a female model, the live stream would be banned every other minute, it’s not like this hasn’t happened before, this is still depriving a group of women of their job opportunities."
Xu did not understand the fuss about male models doing the job. "Many directors of these live streams are women, are they also stealing men’s jobs?" Xu told Jiupai News.