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.
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.