A recent tightening of China’s online content rules has produced an unexpected workaround: men are increasingly hired to model women’s intimate apparel during livestream shopping. The shift follows stricter enforcement against what regulators describe as “vulgar” or “overly revealing” broadcasts, according to reporting by the New York Times.
Faced with warnings, temporary bans and the risk of account suspensions, many female hosts have scaled back demonstrations or stopped modelling lingerie and nightwear entirely. To keep product demos and sales active during high-traffic e‑commerce livestreams, some brands and sellers have started using male presenters instead.
Clips of men awkwardly trying on bras, slips, pyjamas and oversized nightgowns, stretching straps, explaining size and fabric, and commenting on comfort have spread widely across Chinese social platforms. Many of these videos have drawn millions of views and turned a number of male presenters into overnight internet personalities.
Reaction has been mixed. Some viewers find the trend amusing and share the clips for entertainment. Others call it an absurd consequence of strict censorship, arguing the rule changes have forced retailers into gimmicks. Retailers are also experimenting with alternatives such as animated mannequins and AI‑generated models alongside the growing use of men on camera.
China’s livestream commerce is a multi‑billion‑dollar market driven by influencers and large shopping festivals. In recent years authorities have intensified crackdowns on content they consider inappropriate, especially in fashion, beauty and lingerie categories. Reports say several female livestreamers were warned or briefly suspended for appearing in outfits deemed too revealing while promoting products, prompting sellers to look for other marketing tactics.
Despite the unconventional approach, some merchants report higher engagement and even improved sales from the male‑modelling videos, noting that curiosity and entertainment value draw viewers. The trend has amplified conversations about censorship, creativity in marketing and evolving norms in China’s online retail industry.
