It is hailed as a major step forward for women's emancipation in Saudi Arabia: in the coming weeks they will enjoy the right to buy lingerie from female shop assistants.
This may be a far cry from bra-burning feminism but in Saudi Arabia the notion of buying one's brassiere from a woman is nothing short of revolutionary.
The assistants standing among the rows of knickers, bras and see-through nighties are all men.
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