The clever marketing gimmick lets readers undress a gorgeous Japanese woman with their hands as well as their eyes.

In Japan, “gravure idols” are busty swimsuit or lingerie models that often appear in men’s magazines, DVDs and photobooks. Rather than appearing fully nude, the majority of gravure idols appeal to audiences with playfully provocative poses, but nowadays, a number of models are turning heads with unusual collaborations and surprising marketing ploys designed to catch people’s attention.

Ai Okawa, who’s known as “the body most people want to touch”, recently made news in Japan for a genius new idea that involves a special bra strap made for use on her iamai photobook , which is due to appear in stores this month. As her second published collection of photographs in six-and-a-half years, fans will be thrilled to know that the wait was worth it, as they can now get one step closer to feeling her body by hooking and un-hooking a bra strap over an image of her on the book’s back cover.

A number of videos online show how the unusual book band works. Newcomers to the wonders of a real-life bra might first encounter some difficulties when it comes to viewing the model’s bare back in all its glory.

Fans who continue practicing their technique, however, will soon become so skilled at unhooking bras that they’ll be able to unlatch the lacy undergarment with one hand in a couple of seconds.

The idea for the bra band came about after it was suggested by one of the managers tasked with creating a unique “present” for the book’s release. Okawa was delighted with the idea and pushed for it to go ahead.


The only downside to the unusual bra strap book band is its limited availability. The product will only be offered to attendees at one of Okawa’s photo book launch events, held at Osaka on 29 October and in Tokyo on 30 October, where the model will also be present for book signings and handshakes with fans.

For those unable to attend the launch, the idea for the book band is one that can easily be replicated at home. All you need is a sexy bra and some glue to secure it in place, and you too can get up close-and-personal with your favourite model!

Event information
Book 1st (Shinjuku branch) / ブックファースト(新宿店)
Address: Tokyo-to, Shinjuku-ku, Nishi Shinjuku 1-7-3, Mode Gakuen Cocoon Tower
東京都新宿区西新宿1−7−3, モード学園コクーンタワー
Hours: Book launch event begins at 2:30 p.m. on 30 October 2016

Sources: Nari Nari, LesPros Entertainment
Top image: YouTube/Nari Nari Editorial Department
Insert image: YouTube/Nari Nari Editorial Department