The “Adult Diaper” Fashion Show Cheered the Senior Japanese!

The volunteer models cheered the audience when they came dancing on the runaway on the beat of 80’s hit Relax, and walked the catwalk in adult diapers. The whole theme of the show was to get relaxed and comfortable with the idea of adult diapers. This fashion show was organized in part by Aging Lifestyle Research Center (ALRC) and was attended by an audience of several hundreds. The audience included caregivers, nursing home workers, doctors, and manufacturer’s representatives.

Although a very small percentage of Japan’s graying population is aware of the concept of adult protective undergarments, but those who are aware, are also accepting them as part of their lifestyle. It is estimated that over 20 percent of Japanese are over 65 years of age. Estimates published by United Nations forecast the number of centenarians in the country to reach 1 million by the year 2050.

As the ageing population is growing rapidly in Japan, so is the need of special protective undergarments as well as the buying power of this segment. According to a leading business newspaper, Nikkei, sales of protective undergarments have doubled over the past decade to 52.5 billion yen or $500 million annually. Now that means a big load of adult nappies are being sold in the market per annum!

The fashion was not all fun and games. It meant serious business and the most important part of this show was to inform people about the benefits of adult diapers. To make seniors comfortably accept adult diapers as part of their lifestyle. The models held up numbers to show which model of adult diapers they were wearing. A 26 year old nursing home caretaker, Aya Habuka enthusiastically remarked, “This is the first time that diapers are being considered as fashion.” So very true. I will certainly not disagree with her!