Abercrombie & Fitch's racy photo spreads usually cause controversy after they are published.
But this time, the US retailer is currently being sued for something that allegedly took place during a photo shoot.
Model Benjamine Bowers claims that he was flown to Mississippi in 2011 for a photo shoot and once there, a modeling agent suggested he take his clothes off and masturbate in order to achieve a more 'relaxed' look.
Bowers is suing the retailer and modelling agent Brian Hilburn for $1 million, according to TMZ.com.
The model claims that during the photo shoot, Hilburn told him the best way to appear relaxed on camera would be to take his clothes off and masturbate so the photographer could capture his expression immediately after achieving orgasm.
He also alleges that Hilburn exposed himself during the shoot.
US retailer Abercrombie & Fitch has long had a marketing strategy that included catalogues and advertisements featuring young athletic men and women with the males often captured in homoerotic moments.
It's a strategy that has effectively appealed to gay males who the company counts on to buy casual wear from one of its 300 locations around the US.