Sales of the protective undergarments have doubled over the past decade to 52.5 billion yen or $500 million annually according to Japan’s leading business newspaper, the Nikkei.

As this article from Tokyomango and IHT explains, what better way to showcase the needs of Japan’s rapidly ageing population then an adult diaper fashion show? The event was organized in part by the Aging Lifestyle Research Center and featured diaper-wearing models walking the catwalk to the beat of ’80s hits like “Relax”, by Frankie Goes to Hollywood.

Relaxing – and getting comfortable with the idea of adult diapers – was the whole point of the show.

Western adult incontinence brands Tena and Depend have undertaken similar initiatives to try to reduce the stigma associated with adult diapers.