More Like Victor’s Secret? China’s Fashion Brands Get Men to Model Lingerie Due to Ban on Women

Back in 2019, it was reported that authorities in central China issued a new set of regulations for live-streamers, including a new dress code for female presenters.

This meant that female live-streamers were banned from wearing lingerie and sexy uniforms, as well as see-through, flesh-coloured or figure-hugging clothing, according to the notice cited by Xinhua News Agency.

However, it seems that lingerie sales have not slowed down as fashion companies have reportedly found an alternative way to promote their products. That is to have male models wear such lingerie during livestreams instead!

According to New York Post, these companies started hiring male models to flaunt women’s lingerie, including tight-fitting corsets and lace-trimmed nightgowns and such videos have since gone viral on Douyin, China’s version of TikTok.

Mr Xu, who is the owner of a livestream business, even introduced a male model wearing a silk robe on the social media website. “The light and luxurious boudoir of the wife and adults,” the caption of the post read, as per the outlet.

Speaking to Juipai News, Mr Xu stated that he doesn’t understand the fuss about the male models allegedly taking female jobs.

“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.”

“Many directors of these live streams are women, are they also stealing men’s jobs?” he added.

Considering how the Chinese Government feels about the feminisation of its male population, it’s probably a matter of time before this loophole gets shut down, especially if the trend continues to spread.

Also read: China Man Stunned as Parade of Ex-GFs Appear Outside His Wedding Venue To Ruin His Day