According to Media Life Magazine, Shai’s use of pornographic content marks a first in the clothing industry.
The campaign for this summer’s clothing line is meant to “highlight the seductive dimensions of the line,” a company press release said.
Still, those who watch one of the three ads might wonder what precisely is being highlighted.
Marc Dorcel, who often works for Spain-based Private Media Group, produced the three ads, which feature straight, gay and lesbian sex.
While the music proclaims, “there’s no reason to be shy,” models wearing the clothes engage in hardcore action that should remind the viewer of any porn film. In fact, the content pulls no punches, showing full-penetration, fellatio and cumshots.
Ruth Marcus, who reviewed the campaign for Media Life, concluded that the hardcore sex is something of a side note to the clothing, which the viewer gets only brief glimpses of.
“Most striking about such an X-rated campaign is the straight-forward, nearly neutral manner in which it is presented,” Marcus wrote. “For all the sex on Shai, the site is not arousing. The message appears to be that it's really nothing to get especially upset about. Sexuality is a part of life at Shai, and is thus part of its sweatshirts as well.”
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