TEXT LOTTIE MADDISON
The adverts are refreshingly different to their competitors in many ways . Casting agents will street cast non-professional females of different sizes , and all and any ethnicities , which is such a good thing in an inherently racist industry . The celebration of culture in mainstream advertising is certainly a step in the right direction and American Apparel must be acknowledged for this . Another positive aspect is the age range of the models . Jacky O ’ Shaughnessy , a 62 year old woman has been used in campaigns since 2011 . Captions to the images include ‘ Sexy has no expiration date .’ These examples show promise , but American Apparel simultaneously use barely legal girls in provocative skirts which is obviously a very negative , dangerous thing .
Compare the female models in the adverts to the male models . What ’ s problematic is how American Apparel views and presents the genders differently .
‘ Sexy has no expiration date .’
There ’ s an undeniable discrepancy between a shot of a half naked , teen girl in only knee high socks next to a young male with his shirt buttoned up to his neck . This is where this becomes a feminist debate . There is clearly a glaringly obvious inequality between the representation between the male and the female marketing of the product . The creative directors and photographers behind the campaigns use the guise of empowerment to appeal to those who believe it to be sex positive empowerment , whilst also creating a media frenzy , social media hits and debate . American Apparel are masters of manufacturing outrage .
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Dov Charney is the founder of American Apparel . He created the brand in 1991 until his dismissal in December 2014 . It ’ s highly relevant here to mention that he was dismissed for sexual harassment accusations . There are reports of him sexually propositioning female employees , using the term ‘ sluts ’ to refer to his female employees , using the pretense of a job interview to lure women to his house . During an interview for Jane interview in 2004 , Charney openly masturbated in front of his female interviewer whilst claiming I think sex motivates everything ’ in the interview .
It is indisputably impossible to claim that the brand he created is a feminist one . It seems apparent that they are using the façade of their adverts ‘ empowering ’ women as one to create debate and media hit . American Apparel is a business ; it needs to make a profit . Since 2010 $ 290 million dollars has been lost , and it ’ s amounted $ 200 million of debts too . It seems clear that jumping onto current hype words – female empowerment ’ and ‘ feminism ’ – to get media hits and press coverage . It knows that by creating provocative adverts it will get media attention from supporters and non-supporters alike . The images will be posted on various sites , shared between friends and analysed in lectures . It ’ s a very lazy marketing technique , which doesn ’ t seem to be paying off for American Apparel . Ultimately , American Apparel is using the current interest in feminism , sex positivity and empowerment , popular with its target market , as a trend to profit from .