An unusual marketing tactic is gaining popularity in Kazakhstan's online space: online stores are increasingly showcasing women's lingerie on men to grab audience attention, reports infohub.kz.
According to Kursiv LifeStyle, the trend likely originated in China. In 2023, China legally banned the use of exposed female body parts in advertising. Law-abiding sellers had to find workarounds, and nightgowns and bras for the Chinese market began being modeled by men.
In the Kazakh internet, this idea has become a source of amusement. An Almaty-based store for pregnant and nursing women started displaying lingerie on three "models" who show the items over their clothes without the slightest vulgarity. Adding to the comedy is the fact that the most active of the presenters has a rather stocky build and wears a beard.
The account constantly jokes that the men agree to show lace nightgowns and negligees only in exchange for beef doners. The ads are memorable not only for their gentle humor but also for breaking stereotypes: in Kazakhstan, male and female topics are usually strictly separated, and content about lingerie is taboo in itself.
Users actively support the unusual approach in the comments: "I didn't know lingerie reviews would be more interesting to watch from men. You're amazing! Keep it up!", "The models are on fire, holding on for dear life to keep from cracking up", "Wupsen and Pupsen when they became butterflies".
Earlier, Kursiv LifeStyle wrote that at Milan Fashion Week, the brand Diesel presented provocative denim mini-shorts for men.