Male models are supporting China’s livestream lingerie industry , by wearing bras after Chinese livestream fashion companies are swapping out female lingerie models for male models.
Several companies’ livestream videos feature men wearing an assortment of looks including push-up bras, tight-fitting corsets and lace-trimmed nightgowns as, China has banned women from modelling undergarments online, the New York Post reported.
China’s livestream shopping scene is estimated to be worth more than $700 billion in 2023, according to Statista.
According to McKinsey, the industry contributes 10% of the country’s e-commerce revenue.
Companies that feature women in scantily clad looks have a history of being shut down for violating China’s law against spreading obscene material online and companies don’t want to lose out on potential revenue.
“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,” Mr. Xu, the owner of a livestream business told Jiupai News.
Last December, Xu’s company revealed a male model adorning a sexy silky robe in the Chinese version of TikTok.
The video got more than 2,000 likes and a flood of commenters shared their opinion on the decision.
One commenter said they wanted the model to strip off more than the robe, “Why don’t you finish taking off,” while another supportive person wrote, “the guy wears it better than the girl”.
Some argued the companies’ new loophole takes opportunities away from women.