3. American Apparel (Almost) Goes Porno
When it ran: 2008
American Apparel, under the leadership of CEO Dov Charney, was well-known for its advertising strategies that often bordered on the controversial and provocative. The brand’s aesthetic was characterized by a raw, unfiltered look that sometimes veered into what many perceived as voyeuristic or overly sexualized imagery. The advertisement featuring a photographer and his overeager muse, with the product being grey underwear, is a prime example of American Apparel’s approach to marketing its clothing line.
These advertisements frequently featured young models in suggestive poses, minimal clothing, and settings that resembled personal, intimate spaces rather than professional photoshoot environments. This particular style was a deliberate choice by American Apparel, aiming to differentiate the brand from its competitors through a more “authentic” and “real” presentation of its products and models. However, this approach also led to significant criticism.
Critics argued that such advertisements were not only overtly sexual but also problematic in terms of ethics and representation. Concerns were raised about the age of some of the models and the implications of using such young individuals in highly sexualized contexts. These ads were accused of blurring the lines between fashion advertising and exploitation, leading to debates about the sexualization of youth and the responsibilities of fashion brands in how they portray individuals in their marketing materials.
Despite the controversies, Dov Charney and American Apparel defended their advertising campaigns as expressions of freedom and the brand’s commitment to a certain aesthetic and set of values, including a form of authenticity and openness about sexuality and the human body. Nonetheless, the discussions around these advertisements highlighted the broader issues within the fashion industry regarding advertising ethics, consent, and the portrayal of individuals in media.
