Kazakhstani Stores Show Women's Lingerie on Men

Why does the content work?

The ads are memorable thanks to two factors. First — gentle humor that doesn't cross into vulgarity. Second — pattern breaking: in Kazakhstan, men's and women's topics have traditionally been strictly separated, and content about lingerie remains taboo in itself.

Audience reactions in the comments show that the technique resonates:

• "I didn't know lingerie reviews would be more interesting to watch from men. You're a wonder! Keep it up!"
• "The models are fire, trying their hardest not to burst out laughing"
• "Vupsen and Pupsen when they became butterflies"

What does this mean for the advertising market?

This case shows how restrictions in one market — in this case, China's 2023 ban on displaying exposed parts of women's bodies in advertising — give rise to creative formats that then migrate to other markets. In Kazakhstan, the format took hold not as a way to circumvent bans, but as an engagement tool: humor and unexpected presentation compensate for the taboo nature of the category.

For online stores selling lingerie and maternity clothing, this is an example of how to talk about a delicate product category without direct demonstrations while still generating viral reach on social media.

Notably, the boundaries between gender topics in advertising continue to blur on a global level as well: earlier at Milan Fashion Week, the brand Diesel presented provocative denim mini-shorts for men.