Someone’s bound to complain. Lyst, the aggregated fashion e-commerce platform, has just released its first brand advertising campaign and on the surface it’s, well… provocative.

The creative concept takes glossy fashion imagery and contrasts it with provocative headlines, grounded in the platform’s own data insights. Lyst says it’s a “bold, irreverent take on ‘conventional’ high fashion advertising,” that’s meant to illustrate the brand’s distinctive tone of voice, definitive scale of global fashion inventory, and fashion data intelligence.

So what do we get? Ten images, shot by British fashion photographer Charlotte Wales (her editorial work has been seen in Vogue, POP and Dazed & Confused), along with an “unexpected” headline that’s backed up by a Lyst-owned data observation.

Examples include: Rip Off referencing the six-fold increase in shoppers searching on Lyst for velcro shoes, and Pointless for square and round-toed shoe sales figures. So far, so safe. But Drop More Acid is the one that’s bound to have the tut-tut brigade writing in, even though all it’s suggesting is that New Yorkers should buy more acid-washed denim as Londoners are outshopping them on the trend.

Get High, designed around the fact that more Londoners are buying high-waist skirts, might get the twittering (or even Tweeting) too.

Over to Lyst CEO and co-founder Chris Morton: “Our success to date has been driven by marrying insights from data science with the emotional nature of fashion. The campaign is a manifestation of this; in it these two worlds are combined in a seemingly dissonant form, celebrating the power of beautiful fashion imagery and the intelligent insights into the fashion consumer’s behaviour. As a challenger brand we wanted to ensure our marketing was as disruptive as our product.”

The campaign, put together by creative agency Anomaly, will appear for a month across a variety of media, including billboards and wild postering in New York and London with local data insights; stature print executions; tactical taxi media and experiential street marketing as well as global social and influencer marketing campaigns.

So that’s plenty of places where some people can take offence. Then again, they could get away with it as it’s amazing what slips under the radar sometimes – I once spotted an image advertising Coco De Mer’s January sale. It was a very graphic (and not very attractive) illustration of an erection and it stayed on the shop’s door for about a month!