Perhaps more surprisingly, select upscale marketers are becoming open to an association with adult imagery. Fashion designer Marc Jacobs, for example, recently gave a porn movie crew permission to shoot a scene in his SoHo store (if it's any consolation, the movie is billed as a porn "remake" of Fellini's classic "La Dolce Vita"). Has Marc Jacobs gone mad? Not at all. Rather, a calculated move: In the jaded world of fashion and entertainment, association with porn is becoming a way to demonstrate edginess.

An adult movie shoot in a high fashion store might pique the interest of celebrities and industry insiders, but risqu¨¦ online ads are bound to have a much broader impact. Take upscale lingerie brand Agent Provocateur, whose "Dreams of Miss X" made-for-Internet movies star Kate Moss in various states of undress. European standards for nudity might be more lax, but of course Agent Provocateur's movies can be seen by Internet users in the U.S. just as easily as in Europe. On the Internet, wardrobes can malfunction with relative impunity.

Yet even that effort pales next to the campaign for French clothing brand Shai (pronounced "shy"), which has released a new catalog in the form of made-for-Internet porn movies. Search Shai on Google (nasdaq: GOOG - news - people ) and you are directed to a company site aptly titled sexpacking.com that features three movies labeled "men-women," "men-men" and "women-women." The copy is a simple play on the brand name: "There's no reason to be shy," and the actors surely aren't. What does a porn scene have to do with clothes?Scrolling over little green dots allows viewers to get more information on the items worn (or taken off) by the porn stars.

Is this smart marketing? Advertisers have always ridden the coattails of popular culture to get attention and connect with their audience. Pornography today clearly qualifies as popular culture, representing some 25% of daily search engine requests. Discretion--and laws designed to protect minors from explicit content--will prevent this from becoming a mass marketing technique. But for fashion or lifestyle brands with well-defined audiences, X-rated ads may well be worth the risk.

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