Abercrombie & Fitch, the company that has embraced porn as an advertising tool, is now employing that tack to launch a new faux-person and chain of retail stores. In the footsteps of Aunt Jemima and Betty Crocker comes Gilly Hicks, apparently an Australian supermodel with a penchant for the beach and an allergy to clothing above her waist.

Gilly Hicks Sydney (as in Australia, although there is no Gilly Hicks store there) is the name of A&F's new line of stores offering undergarments, in direct competition with Victoria's Secret. Ironically, at one time both A&F and Victoria's Secret were owned by Limited Brands.

The company is launching this chain with its trademark soft porn marketing, this time by offering a spicy video of underwear-challenged models on its web site. Viewers must be 18, as proven by their entry of a valid birth date. Of course, if a young'n was to lie about his/her age, he would have no problem accessing the video, but no teenage would lie about his age to see half-naked models frolic in the surf, would he? I'm sure Abercrombie & Fitch hopes so not.