Every adman in the world will tell you sex sells. As previously mentioned, Yves Saint Laurent exhausted the technique; going so far as to feature himself nude in a campaign. When Tom Ford took to the helm he too didn’t disappoint. First it was a nude Sophie Dahl wearing nothing but ‘Opium’ and then for ‘M7’ he paid homage to ‘Pour Homme’ by featuring a nude model posing in the very same manner photographer Jean Loup Sieff had captured all those years ago. He’s since gone on to start his eponymous label; developing a line of make-up and fragrances amongst other things. Though clearly this has not encouraged him to err on the side of caution and shy away from controversy. Case-in-point are the images that advertise his first fragrance for men. Released late last year, the campaign features men and women in questionable positions. Naturally Terry Richardson shot them - the King of smutty fashion photography – thus creating images that are both offensive and enticing in equal measure. Next up is a rumored new fragrance for women featuring none other than Erykah Badu in the campaign. Oh, what will he think of next?