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I’m not a marketing expert but this is either one of the most genius ideas ever or it’s counter-productive.

When supermodels Irina Shayk, Joan Smalls, and Stella Maxwell were featured in an ad for Replay jeans, I was intrigued, but not by the jeans.

Related: Stella Maxwell chose the perfect way to promote her new show

So therein lies the problem. I could look at this ad time and time again, but without reading, I have no clue it’s an ad for jeans. But who cares. These women are beautiful and they look amazing.

The three of them are coming fresh off of one of the most incredible Victoria’s Secret fashion shows of all time. I can’t wait to see what each of them are up to next.

Replay's Angele 😈😈😈 JOAN – STELLA -IRINA by #mertandmarcus for @replay #touchit #replay

A photo posted by Mert Alas (@mertalas) on

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