This is Dear Kate's "Ada Collection" lingerie line. It recently released a bunch of ads that are now catching some controversial flak. Named after Ada Lovelace, the woman who created the world's first algorithm, the lingerie line is aimed at women in tech.

Here's taking a look at one of its ads:

Dear Kate asked six female tech founders and their CEOs to pose in their underwear for the ads.

A lot of chatter online is how this is exactly the opposite of empowering women, and very sexist too.

The photoshoot was done at Refinery29's headquarters. Dear Kate founder Julie Sygiel said that “We’ve gotten a wide variety of responses to the campaign, many being positive,” Sygiel said. “Telling us they appreciate seeing women actually doing things for themselves rather than simply looking sexy to attract male attention.”

Here are more of the ads: