(BBC News) 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.

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