Nearly half of Japan’s women, according to a major lingerie maker’s survey cited by Cyzo (September), would be delighted to have men buy them briefs.
“There’s a special kind of feeling when a girl gets some lingerie as a present from a man. Giving lingerie as a present is a loving proof that the giver understands absolutely everything about the recipient,” lingerie consultant Chizu Doi tells Cyzo.
Japan once tried to start what was called Men’s Valentine’s Day. Back in 1991, the Japan Body Fashion Association began the promotional campaign urging guys to buy saucy lingerie for their women as a sign of their love.
The idea fizzled as Japan’s economic bubble burst and now it’s hard to find many who’ll gee up guys into making investments into their partners’ vestments.
Doi, however, is trying to change that. She says that as long as both parties agree their relationship is intimate, if “the look is agreeable and the size a firm fit, making a present of underwear can really thrill a woman.”
“Underwear,” explains Doi, “is just like a necklace or ring. It’s an accessory a woman uses to make herself look beautiful. Giving lingerie as a present is an expression of love.”
Many Japanese men feel too shy to go into a lingerie store and buy skids for their paramours. Nonetheless, operators of these outlets say they’re more than happy to accept male customers shopping for their partners.
“If a woman’s lover or husband buys her some underwear as a present, I don’t think many would complain. In fact, most would be delighted and find the purchase a pleasant surprise,” the lingerie consultant says.
Doi is a big fan of the Nubra, a bra made up only of cups and without straps or belts, whose slight changes in size, according to their maker, can make life extremely difficult for the average guy buying lingerie for a woman.
“Unlike regular bras, you only need to know a woman’s cup size to know what sort of Nubra you should buy her,” Doi says. “The Nubra has no straps, no belt and it holds the breasts firmly in place, which makes it a perfect choice for lighter clothing like camisoles and tube tops that are popular in the warmer months.
I’d say it’s a must-have item for any woman who likes to look fashionable. And because it fits so well, there are none of the sore shoulders that can often come from bras, which makes them even more pleasing from the customer’s point of view.”
And the hit brassieres have recently become even more popular as the range of designs they are sold in has expanded.
“We’ve really seen a great variation come up in the past couple of years. You can get all kinds of patterns and materials, like popular or floral prints, others made of lace, or even a sequined version if that’s what you want,” Doi tells Cyzo. “And we’d be really pleased to see more men buying them.” (By Ryann Connell) – Mainichi Daily News
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