Japan's Kyoto city is offering free public transport and entry to tourist attractions for the next 11 days to anyone wearing a kimono.
The scheme is a bid to promote the traditional costume, which most people now only wear on special occasions.
Kyoto is an important centre for the textile industry. It is one of Japan's most traditional cities, home to hundreds of temples and shrines.
It was also Japan's main seat of government from the 8th-17th centuries.
For those without a kimono, they can be hired for 3,000 yen ($28) a day, said Ami Tsujii, a Kyoto official in charge of promoting traditional industries.
Some 20 tourist attractions will be offering free entry, including Nijo Castle, Kyoto Tower and some museums.
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