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The phrase “sex sells” is a truism in all industries at this point, but recently, fashion has taken it to a new extreme.

In the last few seasons alone, we’ve seen Pornhub sponsor HBA’s provocative SS17 show, Grindr live stream J.W.Anderson’s FW16 show, as well as Diesel posting ads on both of those platforms.

But all that pales in comparison to Eckhaus Latta’s new ad campaign. To show off its SS17 collection, the New York-based brand tapped Korean photographer Heji Shin to shoot real-life couples having actual sex. The campaign veers close to the edge of porn, but the explicit parts are blurred out.

As expected with Eckhaus Latta, known for its gender-fluid designs and street-cast models, the ads show a diverse range of couples engaged in different sex acts to show multiple ways of expressing love or lust.

In other fashion news, Palace’s third SS17 drop is coming today.

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