Watch: Real models replace mannequins on treadmills in China in viral video, sparking online debate |

A unique video from a shopping mall in China has taken social media by storm, showing models running on treadmills outside a designer clothing store in a live fashion presentation. Instead of traditional mannequins, this store, ITIB, hired real models who strutted on treadmills in full clothing, demonstrating in real time how the clothes fit and moved. The video, which quickly went viral with over 5 million views, sparked mixed reactions online.
While some viewers praised the creativity and called it a fun way to bring fashion to life, others expressed concerns and questioned the practicality and ethics of this presentation method.

Models on treadmills in China are going viral

A recent video showing models running on treadmills outside a clothing store in a Chinese mall has garnered widespread attention online. The clip, which has now been viewed over 5 million times, shows the models in front of designer store ITIB showcasing the latest fashion while running on treadmills. In an innovative take on window dressing, models act as “living mannequins,” demonstrating what clothing looks like in motion rather than on traditional static displays.
In the video, the models walk with catwalk professionalism, turning heads as passers-by stop to observe and record the unique setup. The video's caption reads: “A Chinese retail chain has swapped traditional mannequins for real women who walk on treadmills to show customers how the garments fit and move on a person.”

Reactions on social media

The video has sparked a range of reactions. While some commenters were amused and said it was a clever way to make money while staying fit – “Not a bad hustle… and it keeps you fit too!” – others were concerned about the models' comfort and safety . “What if they stumble? There is no guard rail and it is an elevated platform,” commented one concerned viewer.

Not the first live mannequin exhibition of its kind

This exhibition follows similar scenes from Dubai, where a brand used a live mannequin to pose alongside regular mannequins in a shopping mall. Both stunts illustrate a shift toward using live models to appeal to buyers, but reactions have been mixed. While some consider it innovative, others have expressed concerns. One social media user criticized: “This is inhumane. I'm sure her feet hurt like crazy. If we have regular mannequins, why do we even need them?”
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