The new issue of GQ magazine featuring Emily Ratajkowski on the cover was sent to Land's End customers as a free gift from the clothing retailer.
A free gift that a great deal of customers reacted to in abject horror.
According to The N.Y. Times, the unlikely-seeming promotion of GQ by the maker of sturdy, conservative attire was targeted at customers who spent $100 or more.
Many of those people are parents who did not appreciate it.
The gist of the complaints was that the Emily Ratajkowski GQ cover sent without their knowledge was "inappropriate," "obscene" and even "pornographic."
“We received your ‘Lands’ End Bonus’ of GQ magazine this weekend, and we are absolutely horrified," one person wrote to Land's End on its Facebook page.
"How can buying something as family friendly as school uniforms lead to soft porn in the mailbox? I’m thankful my son did not bring in the mail.”
Partnerships between retailers and magazines are hardly new, and have grown in recent years as magazines try to find new distribution channels.
But in this case, the promotion backfired ... soft core.
Land's End has since apologized, and switched its loyal customers who received GQ to Conde Nast Traveler ... probably a better fit for the brand.
But, in case you are the type of person who WOULD appreciate receiving such things in the mail, click through lots of hot Emily Ratajkowski photos below!