A WAM model covers herself in cakes and melted ice cream.
Wet and Messy, WAM, or Sploshing is the fetish or novelty of getting covered in a non-bodily-fluid substance. Subjects partake in sessions where they soil and wet their clothing or naked bodies in contents such as food, mud, water, oil.
For many, the core focus of the WAM fetish is the transition of the subject from a clean, pristine state, to a soiled, disheveled state. Such an interest falls under the umbrella of Salirophilia , an overlapping fetish that includes clothes tearing and other sorts of defilement, along including WAM.
The WAM fetishist who is attracted to WAM because of the defilement angle may also have an interest in the Salirophilia fetish itself. During a WAM session, such a person would be interested in the clothes being ruined, and the face and hair getting messy. The more expensive or elaborate the clothing, and the more "done up" the model is, the more dramatic the pristine-to-disheveled transition will be.
To a salirophiliac, business suits, luxurious fabrics, expensive footwear, and Wedding dresses (arguably the pinnacle of fancy attire), are highly desirable to be featured in a WAM session. As WAM is a tributary to the overall interest in ruining clothes, clothes ripping and other forms of destruction often appear side-by-side with WAM.
A prime interest for salirophiliac WAM fetishists is for the subject to soil his or her hair and face. Since these are two of the prime places that one usually wishes to keep free of any dirt and grime, dirtying or wetting them is a particularly large turn-on.
Sadomasochism (S&M), or the "deriving of pleasure, especially sexual gratification, from inflicting or submitting to physical or emotional abuse," may be an originating interest for some WAM fetishists.
While today's connotation of sadomasochism sometimes implies inflicting pain or actual harm, many people enjoy lighter, fantasy S&M role-play. The sadomasochistic WAM fetishist has an interest in "messing someone up" or "being messed up" with a wet or messy substance, but does not wish for any harm, physical or otherwise, to come to the subject.
An important element in visual media (movies and images) for the sadomasochistic WAM fetishist is realism. The more authentic and natural a scenario seems, and the more genuine the models' reactions are, the easier it is to fantasize that what is seen is real. When the model really seems to be surprised at getting a pie in the face, for example, it is a big turn-on for some. If the pie that was used was a real store-bought pie, with a real crust, then that makes it all the more real and enjoyable.
It is for this reason that amateur-produced erotic WAM content often outsells professionally-produced content. Also, models who are thought to have a genuine interest in the WAM fetish tend to generate a stronger and more-loyal following.
Bodily fluids such as urine, feces, and semen are not considered a valid substance in the WAM fetish. However, fetishes are often mixed, and occasionally, fetishes such as water-sports, bukakke, and scat are included in an otherwise pure WAM session. For example, a scene that involves foodplay and pissing, or muddy sex with a cumshot, or anal food insertion/excretion scenes.
Some WAM fetishists consider the addition of bodily fluids to any given WAM session as contradictory to the WAM fetish: To them, it can no longer be considered WAM. Others consider bodily fluid fetishes as being on equal footing with--and therefore as valid as--the many other fetishes that are often crossed with wam, such as cross-dressing, smoking, and latex.
The mixing of bodily fluid content with actual WAM content can confuse an observer who is not familiar with the clear dichotomy that exists. Some WAM fetishists denounce the depiction of WAM mixing with bodily fluid fetishes because of the potential misconceptions that could occur to people not familiar with WAM.
In an sexual context, the act of someone willingly covering him- or herself in a substance can be a display of sexual aggression. The implication is construed as "I'm dirty and filthy and ready for anything." For this reason, concepts and elements of the Wet and Messy fetish regularly appear in adult material not necessarily intended to be marketed directly to Wet and Messy fetishists. Oil, whipped cream, chocolate, and lube are common substances used in everyday porn, and are used as devices to heighten this "sexual aggression" aspect, rather than to heighten the WAM aspect itself. In other words, the fact that the model is using the substance is very secondary to the fact that he or she is being lascivious in its use.
Countless adult films and images feature the model applying generous amounts of substances like oil, especially at the beginning of the scene. The oil is used as a prop so the model can have something to do, such as rubbing it in to draw attention to certain body parts. The contrasty shine of oil in particular highlights the curves of a body, and is often used in adult material that caters to large breasts or butts.
Sweet substances such as chocolate and whipped cream are a mainstay in pornography. Their use falls under the concept that the titillation of senses other than touch can enhance sexual pleasure: An erotic mood can be enhanced through the user of perfume or scented candles, listening to certain types of music, turning the lights down, or giving an erotic massage. Just as smell, hearing, sight, and touch are sensual avenues to reach eroticism, so is taste--or at least the idea of tasting it. For this reason, sweet food substances appear far more frequently in porn than savory/salty substances or non-edible substances.
While some WAM fetishists focus on the results of a person turning from clean and dry to messy and wet, others find the tactile sensation of the wet or messy substance itself against the skin to be arousing.
Each substance has a unique-feeling texture, and WAM fetishists are particular about which substances tickle their fancy. For example, one may like the lumpy texture of applesauce, or the extra-sticky nature of marshmallow fluff, or the slippery feeling of pudding against the skin.
A portion of WAM fetishists are interested in the tactile sensation that a wet or messy substance brings to the sexual experience. Just as a genital lubricant enhances sexual pleasure, the same lubricant, and other substances, can lubricate the body and bring a similar sensation all over the body during sex when the subjects slide around. While there are a good number of hardcore wet and messy films, there almost none that dedicate significant time to exploring the slippery sensation of substances between two bodies.
WAM fetishists--especially wetlook fans--like the feeling of wet clothes that cling to the skin, or like to view a model wearing wet clothes for the vicarious enjoyment of it.