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
Share

1 Flexible working rules at Dentsu Aegis

Fancy working for a company that cares about your work/life balance and focuses on your performance rather than the time spent at your desk?

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published