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Selling..what exactly?

This is an example of a bad marketing photo: What are they trying to sell here? Is it the piece of jewelry or a pair of jeans? I have heard about people wearing panties on their head at frat parties and seen many of denim dresses but “WHAT IS THIS” denim marketing failure… capture me and evoke my desire to have these jeans! This didn’t do it.

(via pahribaguette-deactivated201108)