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

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