In a morally conservative country, the obvious breach of a female dress code was one thing. The compromising poses the 14 women were captured in was another.
When the people who patrol Iran's heavily filtered Internet found out, the man known only as Vahid landed in jail.
Images of the women -- pouting at the camera and mostly wearing miniskirts and crop tops -- spread via smartphones, triggering both ridicule and outrage in the Islamic republic.
The scandal has also provoked a wider debate about smartphone use and the technology used to share content.
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The pictures -- and rumours about the main protagonist -- spread rapidly on Telegram, the free-to-download instant messaging app.
Vahid, a 30-year-old real estate agent, was quickly -- and wrongly -- said to own a Maserati and expensive villa in northern Tehran.
As if the infamy was not bad enough, matters worsened when he took to Telegram again to say his phone had been stolen, claiming the women were his sisters and arguing that his privacy was invaded.
In the past eight months, 609 men and 114 women have been arrested for cyber crimes because of alleged "economic, moral and social" transgressions, official figures show.