The bulk (heh) of online adult diaper content has a fetishized slant. Whether it’s playing up the AB costume aspect or not, you’re mostly talking about photos and videos meant to titillate.

And there’s nothing wrong with that — diapers can be sexy, and people having fun with that is a good thing.

But it always makes me excited when I see mainstream portrayals of diapers or other incontinence products that are neither pornographic nor heavily medical. Here are a few examples — you may have seen some of these before, but I hope at least a few will be new.

1. The Japanese Diaper Fashion Show

This one has been an internet favorite for a while. Back in 2008, Japan’s Aging Lifestyle Research Center, along with several diaper manufacturers, put together a fashion show for adult diapers. The “catwalk” part of the show demonstrated diapers of various thickness and style, with detailed information projected onto the screen behind the models. Video is SFW; diapers are always worn under clothing or over black jumpsuits:

2. Bridal Diapers

Marie Claire ran the “story” (such that it is) back in 2010, and various fashion bloggers and lite-news shows picked it up for cheap laughs: occasionally, brides with difficult-to-remove gowns will wear or be advised to wear “bridal diapers” underneath.

The internet promptly ran with it and decided this was a new “trend” (that they could make fun of), but for the most part it seems exaggerated. Other than the Marie Claire reference to a nameless bridal message board, a CSI episode where a wedding planner says, in passing, “I don’t sell bridal diapers for nothing,” and various gossip bloggers’ reactions to the Marie Claire post, there’s not too much out there to suggest that bridal diapers are a growing trend.

Seems practical, though, doesn’t it? If you’re going to wear a stupidly complicated dress in the first place, anyhow.

3. Dear Kate Underwear

On the “diaper” scale of things these are the very lightest of pull-ups — little more than underwear with built-in maxi pads, really.

But the design of the underwear is aggressively non-granny-pants sexy, even the more absorbent full-lining models, and the promotional videos are a nice change (pun intended) from the “smiling old people on bikes” standard of the incontinence products world:

The website’s cute and quirky too, making it all around a younger person’s product — and one that’s meant to be cool, not hidden as carefully as possible.

Seen any other mainstream adult diaper use? Leave us a comment — I’m hoping to do more of these in the future!