Manicured children strut down the catwalks of Beijing fashion shows as thousands of events drive the huge demand for child models. Insiders warn that modelling can leave minors vulnerable to physical abuse, 12-hour-days and unrelenting pressure.
The children’s apparel market is growing faster than any other clothing sector in China and was worth more than $40.5bn (￡33bn) in 2018. This, combined with the rise of “kidfluencers” sponsored by brands to promote products on social media, is spurring greater demand for young models across the country – but experts warn of the heavy cost of pursuing such deals.
A video of a mother kicking her three-year-old daughter in fury at her failure to comply during a modelling job went viral earlier this year, causing outrage online. And footage emerged in early August online of a young boy modelling thick winter clothes outside as temperatures soared to 37℃, also drawing heavy online criticism. But in an industry where minors can earn 10,000 yuan (￡1,200) a session, Lee says the clip is the tip of the iceberg and, from his experience, such violent behaviour from parents is not unusual on shoots.
