American Apparel Ads: The All-American clothing brand became infamous for its growing imagination of young women. The founder Do Chorney shot himself, the advertisements were very sharp and aggressively suggestive, and represent an era when abuse of power was openly uncontrolled.
Top 7 Most Controversial American Apparel Ads
The year was 2007. Arctic Monkeys was on the charts with Glastonbury and Amy Winehouse rehab. Hedonism floated in the air as did the global financial crash on the horizon. In 2007 I was working part-time at American Apparel in Carnaby Street, London, aged seventeen.
It was only a few months after American Apparel expanded from its origins as a wholesale clothing company – founded in 1989 by Canadian Doe Charney – to the international retail market. They boasted their ethical production line based in LA, and all the accessories came with a label to prove it: “Made in the USA”. With its newly established presence on the high street, the brand gained a distinct reputation for its simple yet sexy T-shirt, leggings, and range of underwear.
Suddenly, these stretchy cotton wares were everywhere. For art school students and young creative professionals, in particular, it became the brand of choice. It was no small feat to circumnavigate the fashion-conscious consumer by selling plain T-shirts, formerly cheaply to screen printers and uniform companies. The company did so with such rapid success — they grew 440 percent in three years — to be put into the mix of good timing, clever branding, and outright exploitation.
What does American Apparel want to do in 2021?
So what does this new American garment stand for? Weber says his team is trying to focus on the brand that made it into its “heyday”.
“We have to focus on the product because people are buying the same, and the effect of the product is that it makes you feel good,” says Weber. “So we’re focusing on a strong range of girls of all shapes and sizes, and we’re keeping it positive.”
This does not mean that we still do not see women as ugly. “There’s nothing wrong with people being able to feel sexy,” Weber laughs.
“People like, why are we still showing side-breasts?” Why are we still showing breasts? Because they are fun. People feel good and if you feel good in your body then it should be fun. So we showgirls and people – people – looking good in their bodies. All bodies, United Nations bodies. Let’s stretch marks, skin anomalies, let’s redefine what’s beautiful.
But the challenges of American Apparel go beyond just how people feel about the brand. The eCommerce market has changed a lot in the last two years, and with the rise of brands such as Assos, Boho, and Missguided, American Apparel will need to find a point of difference in a growing and competitive market – especially as it is no longer a Has high street presence.
“Online, we obviously have to make the product more compelling because people cannot touch it. So how can you take someone to something they are not familiar with? “Weber asks.
American apparel again in hot water after being banned for ‘sexual depiction’ of the young model
The young-looking model, who was featured on an online product page for the Cotton Lips print cotton spandex sleeveless thong bodysuit, was shown in contact with her buttocks. A complaint was received in the advertisement list (picture).
American Apparel (UK) claimed the model to be 20 years old, claiming that the pictures conformed to the standards contained in similar advertisements.
However, the ASA upheld the complaint and banned the advertisement, asserting: “We considered the model to have a younger look and consumers presumably considered it to be under 16 years of age.
In conjunction with the youth form of the model, we assumed that the advertisement could be viewed for a child’s sexuality and was irresponsible, and could lead to guilt for readers. “
This is the first time American Apparel has found itself in hot water with an advertising watchdog.
Last September, advertisements for its “back to school” clothing range were banned in order to “normalize sexually abusive girls and potentially predatory sexual behavior” towards teenagers.
According to the ASA, the social media campaign featured a model wearing a school skirt from behind from a low angle and depicting voyeuristic “up-skirt” shots.
Last year, American Apparel spent ways with controversial chief executive Doe Charney after an investigation into alleged misconduct.
During her tenure, Charney, the Canadian founder of the Clannie brand, was the orchestrator of several controversial commercials featuring models in sexually provocative poses.
Why are American Apparel Ads so racy?
American Apparel caused a stir when the topless model was featured in a 2014 advertisement with the words “Naked in Bangladesh”. They are not referring to her jeans – they are talking about the model herself, a Bangladesh-born businessman whose Muslim parents lived in Marina Del Rey, California when she was 4 years old. was. The stunt was intended to draw attention to the company’s fair labor practices. (American Apparel)