Business: Topless Jeans Make the Scene

Fast sales from a big tease and a tight squeeze

Obviously topless but discreetly shaded in the mist, a modern Lady Godiva clad only in blue jeans rides a stallion beside the roiling sea. A bare-chested man jumps on the horse with her and together they ride off, silhouetted in the sunset. Though all three TV networks rejected this sexy commercial for Jordache jeans, it made a debut on three independent New York City stations last week. Similar print ads featuring tame if teasing topless couples wearing only Jordache jeans have blossomed in women's magazines and the Sunday New York Times....

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!