Just when the 'Blurred Lines' music video seemed like an almost distant memory, one men's jewellery brand have brought back the whole aesthetic.
New Zealand company I Love Ugly is facing some serious controversy after its latest campaign featured a clothed man with his hands all over a naked woman.
The shoot showed a man's ring-adorned hands modelled by groping the woman's breasts, crotch and bottom.
Needless to say, people were pretty outraged at the images - with many taking to Twitter to express their disgust.
— Lizzie Marvelly (@LizzieMarvelly) December 2, 2015
Hey @iloveugly, you're not onto something good when you're actively contributing to a system that treats women as second class citizens.— Frances Cook (@FrancesCook) December 2, 2015
Actually @iloveugly maybe you're nervous because you know deep down that your campaign is lazy, has been done before, is sexist as hell.— Smallpocalypse (@Ahhmandah) December 2, 2015
Women are more than disembodied breasts to use as decoration. Maybe if your jewelry was any good you wouldn't need a distraction? @iloveugly— Frances Cook (@FrancesCook) December 2, 2015
@iloveugly no, actually the ad campaign is just boring, sexist, and exploitative of women— virginia braun (@ginnybraun) December 3, 2015
The company seem pretty unapologetic about the images, tweeting: "Mixed reviews about our latest ring campaign. Some love it, some hate it. If you're nervous about something. You're onto something good."
But it turns out, that's because they've shot the whole campaign featuring clothed women and naked men too.
I Love Ugly are now responding to the Twitter users calling them sexist and offensive by tweeting them the switched up shoot.
Does that make the objectification OK? What do you think of the images? Have your say in the comments below.