“Where’s your ‘half tuck?” America’s Next Top Model star Jay Manuel asked Kourtney Kardashian in New York City’s Herald Square.

He was asking because Sony hired the pair to show off the style of a shirt that’s not fully tucked in, a look popularized by the video game hero Nathan Drake from the Uncharted series, an Indian Jones-like adventure shooter game.

Kourtney, who is Kim Kardashian’s older sister and one of the stars of “Keeping up with the Kardashians,” wore some kind of leopard jumper. But along with Manuel, she plucked random guys off the street to give them Nathan Drake makeovers.

Sony’s video game division has been going after the fashion set pretty hard during New York’s fashion week. First, on Saturday, it sponsored designer Alexander Wang’s runway show and after-party. Then on Monday, it hosted a video game event for press that promoted its new games with manicures, messages and hair feathers.

But is a fashion tie-in really the wisest way for Sony to sell copies of  the Uncharted 3 game that will hit stores on Nov 1? The bulk of its sales will be to young males who do most of their shopping at GameStop.