Abercrombie & Fitch decided to ditch traditional billboards and use the globally understood language of topless muscled men to advertise the launch of their new Paris flagship store.
Unleashing 101 male models onto the streets of the French capital is pretty shameless as marketing stunts go but, given the video has already clocked up over 50,000 views since 12 May, we're guessing the online population isn't exactly devastated by the results!
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Apparently it's not just a one-off shirtless event either - StyleRumor.com adds that the Paris store will have shirtless staff all year long.
Let us know what you think of the video below: