Child Models on the Rise in China’s Fashion Scene
From the polished footsteps of a Beijing runway to the frantic energy of a child‑modeling school, the Chinese market for kid apparel is growing faster than any other clothing sector in the country. According to Euromonitor, the market was worth over $40.5 billion in 2018.
Enter the Era of “Kidfluencers”
Brands now sponsor fresh “kidfluencers” to flaunt their newest products on social media, which has ramped up demand for young models even more. But experts warn that chasing those glossy contracts comes with a hefty price tag – not just for the kids but for their families as well.
Why Parents Are Involved
- Earners of 10,000 yuan (~$1,960) per session
- Up to 100 outfit changes in one shoot
- Long days from 6 am to 6 pm (12 hours)
- Competing in national contests that travel all over China
Le Show Stars – a modelling school in Beijing founded just three years ago – charges up to 800 yuan for a one‑on‑one lesson. And while the vision might start as a confidence‑boosting hobby, it quickly evolves into a full‑time training ground for future child stars.
What Happens Behind the Lights
Kids are guided to pose, strut and smile on camera for moments that often don’t match their real emotions. Child psychologist Gong Xueping explains that the pressure to keep a manufactured expression can stifle the natural emotional and psychological growth of children aged zero to six.
Some parents push their children so hard that it becomes hazardous. A video of a mother kicking a three‑year‑old for misbehaving during a shoot – and another teensy‑tween getting fired uphill at 37 °C – have fired up public outrage.
Regulations and the Debate
- Hangzhou introduced limits on working hours and banned child brand spokesmen under ten.
- Over 110 Taobao sellers pledge to cut the use of kids as models.
- Social media voices call for stronger regulations, citing that the variation in legality makes it easy for exploitation to go unchecked.
One Weibo user declared that child models are “nothing different from child labour,” insisting that laws should step up to protect the short childhoods of these little stars. “Some parents see their kids as a money‑making tool” – one commentator added – “the only solution is to strengthen oversight.”
Case in Point: The Xiao Twins
4‑year‑old siblings Yumi and Yuki Xiao started modelling classes almost two years ago. They walk into a makeup room at 6 am, hit the runway by 2 pm and finish around 3–4 pm. The whole day lasts 12 hours. Their father, Xiao Liang, says he first enrolled them to boost confidence but the twins’ interest turned the hobby into a potential career path.
They’ve even earned gigs for seasonal fashion lines for big brands. “We’re proud of them – they’re twins, boy‑girl, natural advantage over other kids,” says Xiao. “They’re excited about it; we give them every opportunity.”
What Parents Really Think
Mr. Xiao and his wife, Bai Yu, admit the risks, yet they respect their children’s choices. “If they study hard and are genuinely interested in modelling, I’ll wholeheartedly support it, provided they’re willing to invest their energy,” Xiao says.
In the end, the future of child modelling hinges on balancing nice exposure and a healthy childhood. For now, the fashion world continues to celebrate these tiny stars, still leaving the question of safety, labor laws and genuine wellbeing up the line for debate.
