Male models are supporting China’s livestream lingerie industry — by wearing bras.
Chinese livestream fashion companies are swapping out female lingerie models for male models because China has banned women from modeling undergarments online.
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.
Several companies’ livestream videos feature men wearing an assortment of looks including push-up bras, tight-fitting corsets and lace-trimmed nightgowns.
“Personally, we don’t really have a choice. The designs can’t be modeled 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.
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.