Zappos has put naked models in its ads - but the point isn't gratuitous nudity, it's is to dress them.

Each print ad, featuring a naked model with the strapline, "More than shoes," strategically placed, contains a QR code. When scanned, this takes the phone user to a mobile site featuring fictional videos of what happens to the naked women in the ads. There, you can select outfits for the model to wear and can enter the Zappos mobile site to buy the items.

The message - that Zappos isn't just a shoe brand - is aimed at women, with ads appearing in the August issues of glossies, as well as online. And look out, ladies - there's a male model to come.