End Times? Fashion Label Dole Out Bras, G-strings And Nighties For MEN | PHOTOS

A Japanese online retailer is branching out into bras, knickers and even silky nighties that, despite looking exactly like something you'd usually find in a woman's lingerie drawer, are actually intended for men.

The brand new line of pretty, floral bras and lacy knickers from fashion label Wish Room Men's, who sell their products on major Japanese web shopping mall Rakuten, are due to arrive in stores mid-February. See more photos after the cut...

The lingerie is specifically designed with men's larger frames in mind and, although they still feature the lace, florals and underwiring you might expect to find in a woman's underwear collection, the bra cups lack padding, allowing men to slip them on without feeling 'unnatural'.

Wish Room's say the line is designed to allow men the chance to 'enjoy the same kind of soft, luxurious undergarments that women are used to'.

Executive Director Akiko Okunomiya said she was surprised at the number of men who were interested in embracing their feminine side in this way.

"I think more and more men are becoming interested in bras. Since we launched the men's bra, we've been getting feedback from customers saying, 'Wow, we'd been waiting for this for such a long time'," she said.