A popular Chinese clothing store sparked controversy by showcasing its products on female models walking on treadmills rather than old-fashioned mannequins.

You could say the marketing team at Chinese designer brand store ITIB was thinking outside the box when it decided to replace plastic mannequins with live models walking on small treadmills. The official explanation was that the new way of displaying garments really allowed customers to see how they fit when moving rather than in a stationary position, but few doubted that it was just an ingenious gimmick meant to draw attention. The plan worked perfectly, as videos of the young models mounted on small pedestals outside ITIB flagship store in Hangzhou spread like wildfire on social media, while crowds of people gathered to watch them walk on their little treadmills. However, what the designer collective brand probably didn’t anticipate was the wave of criticism regarding the “dehumanization” and exploitation of the young models.