The Moosejaw X-Ray App is an augmented reality experience that lets users “see through” the clothing in its winter catalog, showing male and female models in their underwear.

(Update) Some of you called it “sleazy.” Others called it “creative.” Either way, it got your attention, racking up 1 million impressions on Twitter, 160,000 video views and 75,000 downloads in five weeks, according to data fromMarxent Labs, the company that developed the app. Not bad for a catalog with a typical distribution of 120,000. The app also drove sales, up 37% from the same period in November last year. Catalog response rates — that is, the percentage of catalog subscribers who purchased something from Moosejaw’s website in the weeks following the catalog’s release — were up by a full third to 4%.