Japan: Bridal photo shoots for men an untapped market

A couple getting married, seen from behind

A Japanese dress hire company has stumbled across an unexpected demand for men to be photographed in women's bridal wear, it is claimed.

When the firm Marry Mariee advertised a package to take pictures of women in gorgeous dresses, it was surprised to receive several inquiries from men. Kyodo news agency says that many of the calls came from outside Fukui Prefecture, where the outfitter is based.

"We concluded that men want to feel like princesses, too," Marry Mariee manager Hitomi Iseki says. The company now offers some 100 dresses - both wedding and formal wear - that can be altered to fit men. It has also tied up with a nearby barber where men can have a shave before getting made-up at Marry Mariee. It takes about two hours to get ready for the shoot.

In the interests of gender equality, Marry Mariee now also offers a service for women who want to be photographed in men's clothing. "We want to provide opportunities for people to enjoy showing their real selves, whether they are men or women," Iseki adds.

Marry Mariee website screenshot

Use #NewsfromElsewhere to stay up-to-date with our reports via Twitter.

More on This Story

Elsewhere on the BBC

  • BooksNew novels

    BBC Culture takes a look at ten new books to read in March


  • A robot holding a table legClick Watch

    The robots who build flat-pack furniture - teaching machines to work collaboratively

Try our new site and tell us what you think. Learn more
Take me there

Copyright © 2015 BBC. The BBC is not responsible for the content of external sites. Read more.

This page is best viewed in an up-to-date web browser with style sheets (CSS) enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.