In Asian culture, idols are media personalities in their teens and early twenties who are considered particularly sexy and cute and who will, for a period ranging from several months to a few years, regularly appear in the mass media, e.g. as singers for pop groups, bit-part actors, TV personalities, models in photo spreads published in magazines, advertisements, etc. But not every young celebrity is considered an idol. Young celebrities who wish to cultivate a rebellious image, such as many rock musicians, reject the "idol" label. In Japan, Gravure idols (グラビアアイドル gurabia aidoru) are girls who models on men's magazines, photobooks or DVDs. In most cases, these girls would wear either or both swimsuits and lingerie. Gravure idols appear in a wide range of photography styles and genres. Their photos are largely aimed at male audiences with poses or activities often intended to be provocative or suggestive, generally accentuated by an air of playfulness and innocence rather than aggressive sexuality. Though gravure models may sometimes wear clothing that exposes most of their body, their nipples and genitals are generally covered and they seldom appear fully nude. It is also common for gravure idols to have big boobs and in their videos models are often shown performing activities specifically intended to cause their breasts to bounce. Gravure models may be as young as pre-teen age up to early thirties. In addition to appearing in mainstream magazines, gravure idols often release their own professional photobooks and DVDs for their fans. Many popular female idols in Asia launched their careers by starting out as gravure idols. Gravure models are commonly photographed wearing bikinis or lingerie but may also appear wearing schoolgirl uniforms, Asian street fashion, doing Cosplay and kimonos.