The kids’ apparel market is growing faster than any other clothing sector in the country and was worth more than US$40.5bil in 2018 according to Euromonitor. This, combined with the rise of “kidfluencers” sponsored by brands to promote products on social media, is spurring greater demand for young models.Some parents are turning into ugly stage moms as seen as in the West, particularly the United States.
And footage emerged in early August online of a young boy modelling thick winter clothes outside as temperatures soared to 37 degrees Celsius, also drawing heavy online criticism. But mental health experts warn it is not just physical exhaustion they have to contend with – there may be long term emotional implications.
Four-year-old twins Yumi and Yuki Xiao are not yet professional models but for nearly two years they have been taking classes where they are taught how to pose and pace the catwalk in the hopes that they can break into the industry. Their parents invest in taking them around the country to compete in hundreds of national child modelling competitions.Like many other parents Xiao says he initially enrolled the two in child modelling to build their self confidence, but after Yumi and Yuki showed interest they started to invest more time and money into building a possible child modelling career path for them.“I think they are one of a kind, firstly, they’re twins, and they’re also boy-girl twins, ” father Xiao said proudly.
Responding to the kicking video, Hangzhou authorities introduced regulations to limit the hours children work and ban children under 10 from being brand spokespeople.More than 110 child retailers on e-commerce giant Taobao said they would scale back use of young models, and also demanded more regulations.“To me, child models are nothing different from child labour.
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