The government’s recent ban on so-called “sissy men” in the media could have far-reaching implications for China’s fashion community and global brands operating there.

Adidas, Calvin Klein, Uniqlo and Converse have also lost China spokespeople as Chinese consumers call for a boycott after an uproar about the decision not to source cotton from the Xinjiang region.

Marketing to Chinese consumers in a time of crisis means that brands with tighter budgets need to consider new ways of leveraging Chinese influencers and celebrities.