XOXO

XOXO Rebrands Itself, Website Too Sexy for Minors

*WARNING* The above video is NSFW.

XOXO is growing up. The once bubblegum-sweet label I think I wore to my Freshman homecoming dance in high school has updated its image with a new, very risque appeal.

The above video, shot by John Urbano, is age-protected on the new XOXO.com, as it's not considered appropriate for children under 18. The provocative rebranding began this past holiday season with models stripping in the window of their 5th Avenue boutique in New York City, and has now extended across the entire label. "XOXO is the brand every boyfriend wants their girlfriend to wear," said Carol Powley, creative director of XOXO's "window theatre."

The campaign's goal is to define a new generation of XOXO girl, one who is "body confident" and "powerful and sexy, but always fun." Despite this lusty new marketing foray, the brand continues to claim to be "retailing at the top tier of the junior market."

What do you think?