Chaku-ero

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Chaku-ero, written 着エロ, is a Japanese fetish focusing on erotic photographs of women wearing clothes, usually costumes designed to be sexy. It consists of the kanji "chaku" (着) which can mean "to wear" ("kiru") as well as "to arrive" ("tsuku"), and "ero" （エロ）, a shortened form of the English word "erotic." The term is a dajare or pun of sorts, since it sounds similar to "chaku-mero" (着メロ), literally "arrival melody", i.e. ring tones for cell phones. As new laws about where and how nude photobooks and magazines can be displayed in bookstores take effect in Japan, publishers are turning to this new form of sexy photographs as a way to create products that are both satisfying to readers but which can be sold in a wide range of bookstores.