Because nothing says press controversy and attention like sticking a fake muff on the human form.

An American Apparel shop in New York has started displaying their new underwear and bodywear products on window display mannequins with what appears to be a full human head wig shoved into their nethers.

According to American Apparel, per Gothamist, the display was made for that store alone, and they released a statement saying:

'American Apparel is a company that celebrates natural beauty, and the Lower East Side Valentine's Day window continues that celebration. We created it to invite passerby's to explore the idea of what is "sexy" and consider their comfort with the natural female form. This is the same idea behind our advertisements which avoid many of the photoshopped and airbrushed standards of the fashion industry. So far we have received positive feedback from those that have commented and we're looking forward to hearing more points of view.'

Celebrating natural beauty, or making a dime out of shock value? Either way, enjoy walking past this on the bottom of Grafton St. in the future.