i think it lacks the softness of other campaigns (brooke, kate, natalia...), and i'm not reffering to how in-your-face it is... i mean, the ads are good looking, the models are good looking, the poses are good and even the idea of making this video screen effect on the pictures is nice... it's very steven meisel, it screams (maybe too much) for controversy, but it's not witty like brooke's commercial, nor it has a new concept or 'look' like the heroin chic in the 90s... it's more controversy for controversy's sake, nothing new... it definitely sells though.