Online stores selling women’s underwear in Kazakhstan have started promoting their products with male models. And it works pretty well, catching the attention of their target customers.
The trend originated in China, where the government reportedly introduced restrictions on advertising that exposed parts of women’s bodies in 2023. This forced law-abiding sellers to find a workaround, leading them to use male models to showcase nightgowns and bras for the Chinese market.
In Kazakhstan, however, the trend has become a source of amusement. An Almaty-based shop specializing in maternity and nursing wear began showcasing lingerie on three male «models» who display the items over their regular clothes without a hint of vulgarity. The comedic effect is heightened by the fact that the most active presenter is a burly, bearded man.
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The account frequently jokes that the men agree to model lace nightgowns and peignoirs only in exchange for beef doner kebabs. The ads are memorable not just for their gentle humor but also for breaking the mold. In Kazakhstan, there is often a clear distinction between what is considered appropriate for men and women, and lingerie-related content is frequently treated as taboo.
«I never knew watching men review lingerie would be so entertaining. You guys are amazing! Keep it up!»
«The models are the best! They’re trying so hard not to laugh,» users wrote in the comments.