the opposite The man who founded a Swedish online fashion retailer has posed half-naked to help market the firm's clothes after Swedes criticised US retailer American Apparel for using "sexist" images of nearly-naked women to sell its wares.
"I didn't know there was a name for it. I'd never heard of CFNM. I felt like I'd invented this marvellous new experience, but also that it was the most natural thing in the world. Soon, it was just understood: that was how we were together."