WATCH: Men are modelling women's lingerie in China
China has banned women from modelling lingerie, so men have taken their place.
It has become common practice for Chinese companies to use live streaming to advertise their products.
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Many clothing companies in particular have been using this form of digital media to sell their clothing, especially lingerie manufacturers.
The only problem is that women are not allowed to model women's lingerie.
How are these companies combatting this modelling dilemma?
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By employing male models to wear the clothing instead.
According to the New York Post: "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."
The male models in these videos can be seen wearing everything from push-up bras to corsets.
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Mr. Xu, an owner of one of these livestreaming businesses, also said that "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".
Below you can see examples of the videos which have been posted on the Chinese version of TikTok, Duoyin:
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While this might be a solution to the modelling problem in the short term, the male models can cause some more issues in the long term.
China has also been cracking down on 'effeminate depictions' of males in the mainstream media.
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