TOKYO - A bra with built-in ice packs, a wind chime and a sprig of mint that was unveiled in Japan on Wednesday is promising to keep women cool this summer.

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.

Lingerie designers have pushed the boundaries of the traditional symbol of womanhood with bizarre creations to support causes and suit every mood.

When a major earthquake rattled Japan in March, the bra makers of Triumph came up with "Support Japan Bras", a nifty two-piece corset and mini-skirt set, which had words of encouragement to earthquake victims.

Bras with unique real-life uses have also been created to add colour to our lives. Carry around a chopstick in your bra, or convert it into a face mask or shopping bag. Sounds crazy? There's more...