In a nearly-naked publicity stunt, underwear firm Triumph Japan had models parading around showing off its "Super Cool Bra", featuring what appears to be a pair of small fish tanks encompassing the breasts.
These cups are filled with a gel that remains soft and supple even when frozen, giving the wearer "a cool sensation against her skin", the company said in a statement.
A traditional Japanese wind chime -- and a mint leaf -- dangle between the cups giving an impression of cooling "by way of its refreshing fragrance and sound".
The company, which has a long tradition of novelty launches that are never made available for public sale, said it conceived of the bra in response to a need to save energy during the hot summer.
With no working nuclear reactors amid heightened public mistrust over atomic power in post-Fukushima Japan, the country has once again begun its "Cool Biz" campaign, urging people to dress down for work and avoid the need to crank up the aircon.