Conservative attitudes remain widespread in China but there’s still a chance to express some queerness and flamboyancy.

This week a Shanghai club held a cross-dressing competition sponsored by Twone Information Technology, which offers a dating application and event ticketing platform aimed at LGBT people.

One content was a Mr Yu Xiaoyang. "At work, I have to wear a poker face from Monday to Friday, just like a zombie,” said Mr Yu, who works in the financial industry. "But Friday nights and the weekend, I can be my real self,“ he told AFP.

Mr Yu often wears a pale chiffon gown and goes by the stage name of Little White. "I think everyone has their own special pair of heels in their hearts and wants to dress up the way they want," he said.

Other contestants dressed in the qipao, a traditional Chinese dress.

"Cross-dressing plays a very important role in the pursuit of freedom and tolerance, and is a vital channel for people to see the LGBT community," said Mr Ding Shunfeng, one of Twone's founders.

"I want them to come out and I want to unearth them and tell society that China has cross-dressing queens and their art is beautiful."