It would be bizarre in any country to find that its lingerie shops are staffed entirely by men.
But in Saudi Arabia - an ultra-conservative nation where unmarried men and women cannot even be alone in a room together if they are not related - it is strange in the extreme.
Women, forced to negotiate their most intimate of purchases with male strangers, call the situation appalling and are demanding the system be changed.
Girls feel uncomfortable when males are selling them lingerie, telling them what size they need... he's totally checking the girls out!
Rana Jad
"The way that underwear is being sold in Saudi Arabia is simply not acceptable to any population living anywhere in the modern world," says Reem Asaad, a finance lecturer at Dar al-Hikma Women's College in Jeddah, who is leading a campaign to get women working in lingerie shops rather than men.
"This is a sensitive part of women's bodies," adds Ms Asaad. "You need to have some discussions regarding size, colour and attractive choices and you definitely don't want to get into such a discussion with a stranger, let alone a male stranger. I mean this is something I wouldn't even talk to my friends about."
In theory, it should be easy enough to get women to staff lingerie shops, but parts of Saudi society are still very traditional and don't like the idea of women working - even if it's just to sell underwear to each other.
Rana Jad is a 20-year-old student at Dar al-Hikma Women's College, and one of Reem Asaad's pupils and campaign supporters.
"Girls don't feel very comfortable when males are selling them lingerie, telling them what size they need, and saying 'I think this is small on you, I think this is large on you'," she says.
"He's totally checking the girls out! It's just not appropriate, especially here in our culture."
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