American Apparel gets attention again.
First we had the real-life model in transparent underwear showing everything off to the masses. Last year we had the menstruating hairy vagina T-shirt. And now we have mannequins with big hairy bushes, in a New York window.
It seems relatively tame, but it had jaded New Yorkers stopping in their tracks to look at and take photos of the store's shop front window.
The reaction to the hairy mannequins and the subsequent fuss they've caused says more about the world we live in than the company's cheap shot at free marketing.
A whole generation of young men are grossed out by Mother Nature’s handiwork because it hasn’t appeared on porn stars since the early 1990s.
In an era where we're used to seeing blood and gore in video games, Hollywood films and the like, and where we're bombarded with sexual imagery in advertising, music videos and so on, a bit of innocent pubic hair still has the power to upset us.
Fast forward 10 years, though, and this may not be the case. Half of 1,870 women who answered an online pharmacy poll recently said they do not "style or groom their pubic hair", with 45 per cent admitting that we can "no longer be bothered to keep up the grooming".
Interestingly, two thirds of partners prefer the natural look, the survey by UK Medix showed.
As this return of the big bush trickles down into mainstream culture, the thought of seeing a bit of pubic hair in the odd shop window won't be as eyebrow-raising as it currently is. We could even reach the point where seeing no hair – completely shaved – disgusts us more.