Masters of titillation and seekers of controversy, American Apparel are attempting to pass off their latest publicity stunt as a celebration of female beauty.

Mannequins with merkins (that's a pubic wig for the uninitiated) are on display in the fashion brand's New York store windows.

The merkin mannequin: on display at the American Apparel store in Manhattan. Credit:BRENDAN MCDERMID

With a thicket of (fake) bush protruding past the mannequin's underpants, the scene has unsurprisingly made a splash with passers-by stopping to photograph the spectacle.

But, in a statement to Elle, a rep for the company said they were just trying to honour women in all their ungroomed glory.