HIGH WATTAGE: GQ is bringing Rio de Janeiro to New York City for four days starting Wednesday for its “Wattsup Rio!” photo exhibition at Milk Studios. Sponsored by Adidas—the official sponsor of the FIFA World Cup—the week will fete GQ’s latest editorial spread shot by Ben Watts in the June issue.

“It’s finally time to give a shout out to Rio,” said the publication’s creative director, Jim Moore. “It’s the sexiest place and has that moniker hanging over it. We’ve never done a shoot there in all our years and now that the World Cup will be there, it was a no brainer.”

The spread features male and female models in barely-there swimwear. One shot includes a woman from behind in a cut-off jersey and thong; another has three female models sliding down one male model’s skimpy shorts. 

“It’s all about the smaller trunks now,” Moore defended. “Brazilian models are so comfortable with themselves they actually knew how to kick around balls, or skateboard—and they were being true to who they are.”

The exhibition will feature the entire spread and outtakes that did not make the cut with some walls plastered with giant collages.

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