In an attempt to circumvent a ban on women modeling lingerie online, China’s livestream shopping scene has turned to a new solution: male models. Several companies’ livestream videos now feature men flaunting skimpy lingerie styles like push-up bras, tight-fitting corsets and lace-trimmed nightgowns.
While some Chinese social media users find it amusing, others are concerned that it might be taking jobs away from women. One comment said, “If it’s a female model, the livestream would be banned every other minute. It’s not like this hasn’t happened before, this is depriving a group of women of their job opportunities.”
What’s Going On?
What’s Going On, Marvin Gaye’s landmark 1971 album, remains one of the most elegant and prescient responses to a world that was tumultuous. It explores a wide range of social issues — including poverty, environmental destruction, racial injustice, police brutality, drug abuse, and the Vietnam War — and encourages compassion for the people who suffer.
While many of its songs veered into the bleak, it was also a bold and unified effort that addressed these issues in ways that had never been done before. In an era where many music artists were shying away from political themes, Gaye took a risk and created an acclaimed, critically lauded LP that paved the way for other artists to embrace social commentary in their work.
While What’s Going On was initially a divisive project that sparked a power struggle between Gordy and Gaye, the singer resolutely held firm. Ultimately, the title track became an instant hit and Gordy insisted that Gaye record an entire LP to back up the single.
Why Are They Doing It?
After China banned women from modeling lingerie on livestreams, Chinese livestream fashion companies are using male models to do the job. These men are flaunting scantly clad looks, including push-up bras, tight-fitting corsets and lace-trimmed nightgowns.
While it is a controversial move, it is an effective way for companies to avoid losing their sales revenue as a result of the government’s ban on livestream lingerie videos. In fact, livestream shopping in China is estimated to be worth around $700 billion in 2023 and it is an industry that has been booming over the past decade.
In order to stay in business, livestream lingerie fashion companies are taking on an innovative problem-solving strategy: hiring male models to promote their products online. They’re not the first to do this, but it’s certainly a smart way for them to get their message out and keep their businesses running while adhering to government guidelines. In a country where internet censorship is so strict, it’s refreshing to see people try to break through the system and get their message out.
What Are Their Reactions?
Chinese online retailers are using men to model women lingerie in livestream videos. This is a clever marketing strategy to stay competitive in the country’s live-stream shopping market, which has grown to over $700 billion by 2023.
The move has received mixed reactions from social media users in China. Some found it amusing while others were concerned about it.
Some netizens said they thought the trend was a “loophole.” They also felt that this would deprive women of job opportunities.
In response to the ban on women modeling lingerie on livestreams, some companies have opted to hire male models instead. These men are seen flaunting a variety of lingerie styles including push-up bras, tight-fitting corsets and lace-trimmed nightgowns in their videos.
Some have compared the trend to when women were not allowed to perform in commercial plays, allowing men to play the female roles instead. Others praised the innovation, calling it a “win-win” solution for the industry and social media users.
What Can We Do About It?
Chinese livestream shopping has exploded in recent years, with online sales of live stream videos projected to hit $720 billion by 2023. But due to China’s censorship laws, live broadcasts featuring women wearing lingerie have had a history of being promptly shut down and banned.
In an attempt to circumvent this ban, some lingerie sellers have decided to employ male models instead. Their livestream videos now feature scantily clad men wearing a variety of lingerie styles, including tight-fitting corsets and lace-trimmed nightgowns.
While some Chinese netizens have found this attempt at circumventing the ban amusing, others have voiced concerns that it may be depriving women of job opportunities.
This isn’t the first time that male models have been used to promote traditionally female products. A 41-year-old businessman from Sichuan, Wu Nan, for example, is known for his livestreams in which he shows off his high heels and makes nearly one million yuan (S$1 million) per month.
