This isn't really how I'd intended to start the post, but it seems relevant...
Here's a brief rundown of how our twonversation (Twitter conversation) went yesterday... So, Lee (cherry_waves) was saying that he agreed with my previous Urban Outfitters post regarding the price of their clothing not reflecting the quality of the garments. He also agreed the same for Topman and also, American Apparel. I subsequently told him that I'd been planning a post on American Apparel, actually.
Then, I found JC's (Jon_Digital) nose in my business ;) as he chirped up saying that him and Jen (jennifer_wilde- his better half) loved American Apparel, and Jen agreed and said that she was currently sporting an AA cardigan, which she had owned for two years and had had no issue with the quality of their clothing. JC then dismissed some of their controversies and I told them all to WAIT! Because I didn't want to get into it until after I'd posted this blog. And then JC, said, and I quote:
"I dunno [if I can wait]. I feel like you're going to be controversial just for the sake of it."
THE LITTLE RAT! ;)
Truth is, my plan was to merely present the outcome of their latest advertising campaign, of which images have now been released. And because it's AA, of COURSE it is going to be controversial, and you can't really discuss the current campaign without looking at the significance of this campaign within the company's history of advertising.
So apologies, JC, for any controversy. THEY'RE the controversial ones, not me!
As I was...
For their latest campaign American Apparel has partnered with the Gay and Lesbian Alliance Against Defamation on a line of t-shirts to celebrate LGBT Pride Month. The tees are screenprinted with “Gay O.K.” and “Legalize Gay!”, and the ads feature transgender model and America’s Next Top Model alum Isis King.
Take a look:
I think this campaign is a great initiative, and the use of King in the shots is awesome. I wonder if this is something Urban Outfitters should consider? Richard Hayne...?! ;)
And, this isn’t the first time that American Apparel has sold Pride gear. The retailer previously teamed up with the Human Rights Campaign on a line of tees with a “Legalize Gay” graphic.
However, as good as I think the new campaign is, the sceptic inside me is wondering if American Apparel MIGHT just be trying to get back into our good books?
Their previous campaigns and legal battles have certainly warranted a lot of criticism within the industry.
It's probably time to take a look at some previous campaigns. I'd like to apologise in advance for any offence these might cause (mum) and relate you back to my disclaimer- even with my attitude of 'fearless blogging', I questioned whether or not to include these. But, you know, it's not for me to take it upon myself to censor AA.
I can't go into the details of ALL these different adverts as we would be here all day, so I'll just do a pictorial view and interject when... (in)appropriate.
So, yeah, loads of nudity and provocation.
I must now move on to mention Dov Charney, founder and CEO of American Apparel. And I can hear JC now, "Yeah, yeah, here she goes...". But I really don't think that I can ignore the fact that he has been the subject of SEVERAL sexual harassment cases made by staff members. The latest case being dealt with as recently as March this year; a case brought by 21-year-old Irene Morales who last year alleged that Charney began sexually harassing her when she was 17 and held her "prisoner" shortly after he 18th birthday in his apartment while she was forced to pleasure him sexually.
It must be said that all the cases against Charney have been dismissed, and he has never been charged. But, he doesn't do himself any favours by starring in his own advertising campaigns entitled 'In Bed with the Boss' and the like...
Here's Charney in bed with American Apparel’s two creative directors, Iris and Marsha, in a fully-clothed shot I assume is meant to be tongue in cheek. The thing is, I kind of think it stops being funny when he's had numerous sexual harassment lawsuits filed against him, doesn't it?
Also, it gets worse in these ads where one model is in bed with him and the other is not only in bed with him, but LICKING HIS CROTCH...:
Someone got the memo that "sex sells".
Anyway, as I said to Jen yesterday... I too love American Apparel and am not adverse to nudity. But, call me a prude if you will- I actually think these are just distateful. Like, it's just soft porn, isn't it? Which of course, has it's place, but not in advertising, surely?
It's clever, mind, as they're not so much selling the clothes as they are selling a whole sex-filled lifestyle. It's all a case of, look how sexy and how much fun you could be having if you we wearing these clothes!
And yes, the adverts have been banned, but that's all part of the PR stunt, is it not? I'm blogging about it. That's coverage.
I don't know, I guess I kind of do see AA as a pervy seedy brand as a result of these ads, and if I'm honest, when it comes to Charney, I genuinely believe there's no smoke without fire. Numerous cases against him does make me very suspicious.
One thing I will say before I get accused of being 'controversial for the sake of it' (oh, she hasn't let that go...), Charney should be praised for his management style of fair wages and not outsourcing manufacturing from outside of the US. Both are commendable work ethics in this day and age, and credit where credit's due- that's a damn sight better than Urban Outfitters (not that this is a comparison, just topically relevant).
As I understand it, American Apparel's justification for their racey ads is that they are representations of real women. None of the ads are airbrushed and that the images are 'no different to what a lot of people share on social media sites', which make them relatable.
Clearly I got the wrong end of the social media stick. I don't know about you.
I kind of agree with the Advertising Standards Agency on this one though- if the focus of the shots was the clothes and not the boobs, bums and pubic hair, then it would probably be a different story. Boys, don't comment... ;)
But now we've got the controversy out the way- what do you guys think of the most recent campaign? I rate it.
To be honest with you all, I can't recall buying more than one item from AA and am certainly not a regular shopper, so I don't think it my place to comment on the quality of their clothing. Anyone have any thoughts on this?
I don't know if this campaign is enough to convince me to shop there more frequently. But it does make me like them more; despite Charney's potential 'discretions' and their blatant advocation and encouragement of promiscuity.
Perhaps I'm just getting old?
L.
Afterthought...
Having just proofed this whole post, I definitely did turn it round to focus on the controversy. JC, turns out you're probably right... I can be controversial just for the sake of it! I think this is especially evident in my chosen title for this post... Perhaps it's just in my nature to be antagonistic ;). Sorry folks!
