It’s been a while since we’ve seen shenanigans from American Apparel. But an image currently on their website promoting a new line of miniskirts features a women wearing a pleated miniskirt bent over exposing her underwear. And it caught our attention.
As many have noted, the brand seems uninterested in actually showing the skirt and far more interested in pervy titillation.
Of American Apparel’s penchant for this approach to marketing, in 2008, we wrote, “It’s getting to the point where when viewing the latest American Apparel ad you begin to wonder if they are even real. That or some art director over there has a constant hard on and can’t create anything that doesn’t resemble a place in which to thrust his throbbing urgency.”
Seems things haven’t changed much. It’s still all about the pornification of things and the objectification of the female form soley for the puposes of making a few bucks.
OIver at E, Jenna Mullins wrote, “The reason why we think this photo is so creepy (besides the obvious) is that there are 20 different ways to showcase the skirt in a sexy way that doesn’t involve a girl bending over. In fact, we don’t really know what that skirt looks like, because all we can see is what’s going on underneath the skirt. And that is what makes our skin crawl.”
As much as we’re a guy, we’d agree with Mullins’ assessment. There’s no place for this sort of imagery in marketing. In the privacy of your own home…or somewhere in Vegas…maybe. But not in an ad for clothing.
