Avant-garde fashion show? Not exactly.

These body-painted models were promoting battery packs at a booth at the recent Consumer Electronic Show (CES) in Las Vegas.

The body paint on them was applied freshly at the booth itself every day.

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The man who hired them is Singaporean Daniel Chin.

The California-based IT company, Sanho Corporations, came under fire from online feminist communities after Mr Chin displayed semi-naked models who were covered in nothing but body art, panties and nipple tape at his company's booth at CES.

He drew flak for degrading and objectifying women.

In an online interview with RazorTV, he defended his decision.

"We are not apologising for what we did. I don't think what we did was offensive. This is our current marketing campaign. We always try to do something different.

"We see ourselves as a lifestyle company rather than a tech company. We wanted to create an environment where people who walk by our booth say 'wow'!"

Renown body painter Ms Robin Barcus Slonina was hired to paint the models every day during the four day show.

Despite the criticism it drew, Mr Chin intends to keep the campaign running for the next 3 months.

A statement on Mr Chin's company blog also responded to the criticism. It said:

As some of you may have seen or heard, our booth dubbed "HYPERWorld" has garnered a substantial amount of chatter - both positive and negative. We would like to thank you all for sharing your valued opinions in our inboxes, on our Facebook wall, and in our Twitter feed. That said, it seems that a small group of people have chosen to view our booth as offensive and hateful. So much, in fact, that a blogger/activist by the name of "Miss Representation" has taken it upon herself to use such words as "dehumanizing," "props," and "feeding rape culture" to fuel a trending campaign based on a single photo taken completely out of context. #NotBuyingIt is what many of her followers are posting through their social filters in regards to HYPER and our products - an overwhelming majority of which did not attend the show. We are a company co-managed and co-owned by women - and our motivated and well-educated CES product specialists acted as the main information source for booth visitors during the show. We are prideful of our company image, and will continue to depict our products in a fashionable manner moving forward.