MYRTLE BEACH, SC (WMBF)- Half-naked models at Abercrombie and Fitch are stirring up controversy along the Grand Strand as part of the retailer's holiday shopping campaign.
The shirtless male models were at the Abercrombie and Fitch store at Coastal Grand Mall Thursday night, and employees say they're back Friday.
Shoppers took pictures and posed with the models at Abercrombie and Hollister.
Some shoppers think the marketing tactic is inappropriate, especially when the store is right across from Santa's workshop.
"It's Christmastime and I don't know really and truly that we should be seeing naked guys walking around in the malls," said Ralph Stork of Myrtle Beach.
Stork even equated the models to strippers and said he doesn't think the live display is right.
"It's I guess more of a social or moral dress code that I think we all live by, and I don't know it just seems like they're going over the line," he said.
Others say if people are uncomfortable, they should just avoid the stores.
"It's just more of an opinion. If you don't want your kids to see it then go to a different Santa," said Samantha Herzig.
WMBF News reached out to A&F for a comment about the display, but did not receive a response.