Cross-dressing is coming out of the closet in Tokyo.
Where once it was a secret life for some heterosexual men in Japan, now dressing in women's clothes is being positively encouraged at a number of outlets across the capital.
Meet Rumi. The hair, make up and clothes are all part of his life outside work.
During the week, Rumi is a business man, who's married with two children.
But every couple of weeks, Rumi comes to play and dress up at this photo studio in Tokyo.
His family do not know his secret. He has been interested in dressing as a woman for 15 years and for the last few months he has started coming regularly to a photo studio in central Tokyo where he can choose from a wide selection of women's clothing.
The studio is actually a clothing rental shop that decided to set aside a few days a week to cater for this kind of clientele.
Rumi visits here once every two weeks and is so confident that he wouldn't be recognised that he allowed himself to be filmed.
He has been told he looks good in pink and so he often wears pink clothes.
The staff at the Leaf Style photo studio do Rumi's make-up and help him choose an outfit followed by a simple photo session.
Sometimes Rumi ventures out on the streets dressed like this and he says people rarely spot that he is a man.
It is a gradual process though. He started wearing unisex clothes for the first few times and slowly became more bold.
Now he ventures outside in full make-up, or wearing a skirt.
Men who like dressing as women are still fearful that their double life could be discovered.
They are meticulous in making sure no strands of hairs from the wigs they use remain on their clothes when they go home because they don't want to be discovered.
Rumi says that his wife would probably first suspect that he was having an affair and would never entertain the concept that he liked dressing in women's clothes. If his wife ever became suspicious he would rather she thought he was having an affair, he adds.
Professor Tsuji Izumi teaches at Chuo University in Tokyo. He thinks this phenomenon is not about sexuality.
He says these men don't want to transform themselves into women completely, and that doing so is just a way for them to have an out of character experience.
"It's not that these men want to become women completely. They have identities as men and yet enjoy dressing like women. Dressing like a woman for them has become one option to enjoy playing a different character, a different role," he says.
He also says that generally speaking society looks favourably on beautiful women and some men think that life as a woman can be much more fun.
Men who like to dress like women probably want to be on the receiving end of this kind of attention hoping this will make them happier.
He says, "Being feminine is more advantageous in today's modern society where good communication skills are needed. Women tend to have better communication skills, which are essential to facilitate human relationships. So being like a woman, speaking and behaving like a woman is a way for these men to experience society in a different way and I think this is why they do it".
He further explains that people in their twenties today in Japan have only experienced stagnant economic growth and have little hope or romanticism for the future.
This is in sharp contrast to life in the 1970s and 1980s when Japan enjoyed incredible economic growth and being manly, playing sports, and studying hard were activities that brought rewards.
Five years ago, Takeshi - who prefers not to give his full name - opened a new type of maid cafe called "New Type" where the maids are in fact men dressed like women.
Takeshi himself works there as a maid going by the Japanese female name of Chiaki.
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