They don’t have famous models or stylish celebrities, but thanks to their controversial—and sometimes bizarre—messaging, Kenneth Cole’s print campaigns are some of the most anticipated of the season.

In a briefing, the sportswear company revealed that their new campaign revolves around the theme, “What’s Really Material?” Kenneth and his creative team commissioned notorious photographer Terry Richardson to shoot the new spreads, which include separate advertisements for men’s apparel, women’s apparel, handbags, footwear, outerwear, eyewear, and watches.

While previous Kenneth Cole ads featured clean shots of clothing and simple graphics, the new slew of Kenneth Cole posters and billboards are modeled after tabloid and newspaper layouts, with spliced shots of models, clothing, and accessories pasted into the frames.

Taglines from the ads include “AIDS doesn’t kill stylish people…if they use a condom,” “Identity theft is no longer a problem…it’s actually quite easy,” and “Same sex marriages should be banned…from being banned.” The ads will run in national publications including Harper’s Bazaar, InStyle, Cargo, New Yorker, Dwell, and GQ.

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