A new restriction in China’s booming livestream shopping industry has triggered an unusual trend, with male models increasingly stepping in to promote lingerie and women’s innerwear online after female hosts faced tighter scrutiny.The move comes amid stricter enforcement of China’s internet content regulations, which prohibit what authorities describe as “vulgar” or “overly revealing” online broadcasts, reports New York Times.As a result, many female influencers and livestream sellers have either toned down their presentations or stopped modelling lingerie altogether to avoid account suspensions and penalties.To keep sales flowing during major e-commerce livestreams, several brands and online sellers have now turned to male presenters to showcase bras, slips, pyjamas and other intimate apparel. Videos of men awkwardly modelling women’s nightwear and explaining bra sizes have gone viral across Chinese social media platforms, drawing millions of views and sparking widespread debate.Many users have found the trend humorous, while others criticised the regulations for creating what they called an “absurd workaround.” Some clips show male livestreamers stretching bra straps, discussing fabric comfort and even trying on oversized nightgowns in a bid to attract buyers without violating censorship rules.China’s livestream commerce industry has grown into a multi-billion-dollar sector, with influencers often driving huge sales during online shopping festivals. However, authorities in recent years have intensified crackdowns on content deemed inappropriate, especially in categories involving fashion, beauty and lingerie.Reports suggest several female livestreamers were warned or temporarily banned for appearing in revealing outfits while promoting products. This pushed many retailers to experiment with alternative marketing tactics, including animated mannequins, AI-generated models and now male presenters.Despite the unusual nature of the trend, some sellers claim the strategy has unexpectedly boosted engagement and sales because viewers are curious and entertained. Social media users have widely shared screenshots and clips, turning some of the male presenters into viral internet personalities overnight.