Shoe designer Brian Atwood has come up with an unusual way to sell his latest collection of high heels.

He's using hot (and nude) male models.

Well, why not?

The Gods in Heels!!!!! BA style. #brianatwoodbook #BAPUMPED15 #brianatwoodnyc - @fashiontomax @Chad_white @Aurelien_muller @TheWalterSavage @Goncalloteixeira @Adam_Nicklas @SahibFaber_official

A photo posted by brian_atwood (@brian_atwood) on Sep 9, 2015 at 5:24pm PDT

Is that a pump in your pants or are you happy to see me? Secrets will be revealed 09.09.15 in NYC #BAPUMPED15 #brianatwoodnyc

A photo posted by brian_atwood (@brian_atwood) on Sep 9, 2015 at 6:32am PDT

Secrets will be revealed tomorrow // 09.09.15 NYC #BAPUMPED15 #brianatwoodnyc

A photo posted by brian_atwood (@brian_atwood) on Sep 8, 2015 at 8:18pm PDT

The Pair worth fighting for... Secrets will be revealed tonight in NYC #BAPUMPED15 #brianatwoodnyc

A photo posted by brian_atwood (@brian_atwood) on Sep 9, 2015 at 12:18pm PDT

Even better, he's put the campaign in motion.

It's finally here! Get ready to be pumped tonight! See you soon - @fashiontomax #brianatwoodbook #BAPUMPED15 #brianatwoodnyc Produced by @fashiontomax Directed by @iammucci Models: @mattgavigan33 @tanyabeau

A video posted by brian_atwood (@brian_atwood) on Sep 9, 2015 at 4:19pm PDT

A man, a woman and a pair of shoes. What you see may not be what you get... Secrets will be revealed 09.09.15 NYC #BAPUMPED15 #brianatwoodnyc Produced by @fashiontomax Directed by @iammucci Models: @mattgavigan33 @tanyabeau

A video posted by brian_atwood (@brian_atwood) on Sep 8, 2015 at 3:00pm PDT