• Brandweek, Tuesday, September 19, 2006 12:45 PM

Porn actress Jenna Jameson, who starred in an online ad for adidas, was a guest host on "E!" and wrote the best-selling "How to Make Love Like a Porn Star." She is now targeting women with a spate of licensed apparel, barware and fragrances. The extension of the Jameson brand is just one of a number of recent examples in which marketers have continued to test the border between taste and decency, even as the culture continues its backlash against risqué content following Janet Jackson's Super Bowl "clothing malfunction" in 2004. Another porn star, Savanna Samson, launched a wine last year--Sogno Uno--which received a 91 rating from famed critic Robert Parker. Indy Racing League driver Danica Patrick, who recently appeared in a bikini for FHM magazine, has been signed by domain-name registrar GoDaddy.com, best known for its racy Super Bowl ads. Bluefly unveiled an ad last October that showed a woman who couldn't find anything to wear to a party, so she went naked (to varying degrees in different markets). Jameson's goal is to get her products into top-tier retailers, like Saks Fifth Avenue. High-end handbags, lingerie and footwear are forthcoming, and by year's end, she'll have apparel at Colette boutiques. Her perfume, still to be named, is targeting young educated women.

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