American Apparel accused of 'rampant sexism' with 'back to school' range

American Apparel has been accused of "fuelling Lolita fantasies" with its latest campaign showing semi-clad young women.

The fashion brand, no stranger to controversy, posted a picture of a young female model in a mini-skirt leaning over a car on its UK Instagram feed, provoking the ire of social media users.

A blogger called Emilie, who runs the anygirlfriday.com blog, spotted the post and tweeted about it, stating: "American Apparel - their 'back to school' skirts fuelling Lolita fantasies and rampant sexism a plenty."

She added: "The way in which American Apparel objectify and sexualise female bodies is damaging and rooted in patriarchal notions about a woman's worth."

The images were subsequently removed from American Apparel’s Twitter and Instagram feeds.

American Apparel has often caused controversy with its advertising. In 2011, the Advertising Standards Authority (ASA) criticised the brand over a series of "gratuitous" and "overtly sexual" images on its website.

The ASA also branded the retailer "irresponsible" in 2009 for a print ad showing a young woman partially naked.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published