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Fast Fashion

Apparel makes up nearly half of Taobao’s sales volume due to an insatiable demand for new fashion. Enter Cui Yue, known professionally as Pin’er. A poster child for the gig economy, Pin’er is hired not only on her looks, but for her proven track record for driving online sales. This offbeat video by Shanghai-based photographer and filmmaker Noah Sheldon, follows Pin’er through a fairly typical 13-hour work day as she models over a hundred and fifty outfits.

→ Check out Noah Sheldon’s full series on work in modern China

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