Men’s magazine FHM wanted to surprise selected long-term customers with a special idea for the New Year. Like FHM itself – the idea that was sought should be of particularly high quality.

Creative springboard: Many men are familiar with the situation: in the heat of the moment, the clasp gets stuck. We wanted to give men the opportunity to train their dexterity on a daily basis, and invented the world’s first bra calendar. An acrylic glass body on which 3 bras are stretched under each other, where the corresponding day of the week, the current date and month can be correspondingly ‘clasped’. A mechanism hidden inside enables the bra fasteners to be moved. The clean body and the ornate pieces of lingerie made the bra calendar an attractive trophy for real men.

The bra calendar surpassed all expectations of the FHM editors: they received letters from enthusiastic readers who thanked them for the design piece. In addition, there were over a hundred inquiries from men and women who also desperately wanted to know whether, and where, they could purchase the bra calendar.