So this is what their new ad looks like:
Wait, where have we seen this before? Oh yeah, isn't it the same as the rest of their merchandise?
Here is an almost similar ad for a mini skirt from last year:
Can you make out what the skirt looks like? Barely. Can you make out what is underneath that skirt? Absolutely.
This picture from American Apparel created quite a stir.
It really makes one wonder whether they are trying to sell the skirt or what’s underneath?
This is not all though – unfortunately most of their ‘modeling’ is nothing short of repulsive:
And if you note, most, if not all of these girls are extremely young. The company has been in trouble before with the Advertising Standards Authority (ASA), which took notice of an ad that 'appeared to sexualize a child'.
American Apparel has long been linked with controversies and provocative ads.
The company’s online advertising strategist Ryan Holiday holds,“We photograph models in a way that's honest." "We aren't so constrained by the rules," he adds.
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Using sexuality to sell merchandise is one thing but this is bordering on pornography. No wonder that Dov Charney, the man behind American Apparel, has been likened to someone out of a XXX film.
There’s no dearth of underage models (as young as 12 and 13) and many brands, big and small, have been using them to display their clothes in a provocative manner. The objectification of a girl who is no more than a child cannot be overlooked. American Apparel, despite all the controversies cases and allegations surrounding it, has time and again gotten away with no more than a slap on the wrist.
Kylie Bisutti, a model who quit her career last year, recalled how it “felt like I was being made to sell sex”.
“I just really started to feel exploited and sexualized,” she says in a memoir.