Shanghai-based startup O2 (氧气) has managed to achieve something that global lingerie brands like Victoria Secret have not: crowdsourcing lingerie ads from their users.

“[Our models are] from all over China,” says Daini Xu (徐黛妮), the CEO of O2. “Chongqing, Xi’an, Harbin, Tianjin, Changzhou. All different. This one is a reporter, a photographer, a student,” she says, pointing to three different photos.

All of O2’s models are users of O2’s app, which is an e-commerce platform for lingerie, sportswear, bathing suits, and other related products. There’s no money involved, only the promise of free lingerie and being featured on O2’s app. For every three sets of lingerie photographed, models receive one set for free. O2 calls its models “lingerie experience masters.”

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Eva Xiao

Eva Xiao is a tech reporter based in Shanghai. Contact her at eva.xiao@technode.com or evawxiao (wechat & twitter).