Those are the words of Colin Lamberton, the creative director at ad firm Arnold Amsterdam, which is behind the provocative new Facebook campaign, “Like to see less, and share to undress,” for Stüssy’s Amsterdam branch.
Here’s the gist: A model is dressed head to toe in every piece of clothing from Stüssy’s spring/summer 2012 line. Every time someone “likes” the brand on Facebook, she removes an item of clothing. Currently, the page has 607 likes, and the model, well, she has quite a few more layers to go before the final reveal.
(The official Stüssy Facebook page has 183,000 “likes.”)
Lamberton described the campaign to the blog AdRants:
“As you can imagine the model must be suffocating under that many layers of clothing. It is almost a public duty to free her out of this misery so we are expecting Facebook fans to help out here. Like and undress.”