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While Japan has the lowest fertility rate in the developed world, a new trend is rising among those moms-to-be. More and more Japanese women willing to have their pregnant bellies photographed to celebrate their pregnancy.
The Ixchel photo studio in Tokyo caters to mothers-to-be. And the women love it.
When Ixchel opened last year, it had fewer then 10 customers a month.
But in recent months, the number has skyrocketed, with more than 70 customers in June.
Keiko Iida, expectant mother, said, "I'm expecting a baby girl and I want to look at the pictures with my daughter in the future when she gets pregnant."
The idea of pregnancy among Japanese women has changed overtime.
More women are seeing it as a special occasion.
Meanwhile, more maternity magazines in Japan are featuring "maternity nudes" with full-page magazine spreads.
Designer Satomi Kawaguchi said, "I think that the happiness coming from pregnancy is what's really pushing this 'maternity nude' trend."
It's thought the trend is a positive sign for Japan, where the birthrate cannot maintain population numbers.
But for women like Keiko Iida, it probably has more to do with personal happiness than anything else.