It’s been almost 20 years since Augusta’s downtown gained some very unexpected attention.

Picture it: Live undergarment models took center stage in the storefront window of the now-closed Spellbound, which was then a newly opened store on Water Street, according to NBC News. Lingerie Store in Augusta, Maine Uses Human Models Joe Raedle/Getty Images loading...

A Risque Idea With Bigger Pay-Off Than Expected

This was a very risque marketing campaign created by former Cony High School teacher Felicia Stockford.

The spicy tactic caught the eye of Augusta locals in a way no one could have predicted. So, you could say it most definitely worked.

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Three women wore the heck out of the store's lingerie and posed while waving a

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