American Apparel clearly missed last week’s memo that sex in fashion advertising just doesn’t sell any more. Especially, when we’re talking about sexy schoolgirls selling clothes - as per their latest campaign.
Seems that is more likely to get you a social media backlash than any sales...
READ MORE: Why It’s Got To Be A Good Thing That Sex In Fashion Advertising Doesn’t Sell Any More
Their ‘School Days’ lookbook hit the internet earlier this week, featuring models posing in cheerleader-style short skirts and crop tops around a school campus. Not so bad, right? Until you realise that they’ve called the crop top the ‘Lolita top’ and the skirt the ‘Lolita skirt’. Nice.
Before long, the images were being shared – and slated – on social media, with people calling them ‘underage porn’ and ‘dangerous misogyny’. Or as Twitter user @kaitmordey epitomised the reaction: ‘I am rly not ok with american apparel’s consistent misogyny, fked up ethics, sexual harassment & now underage porn’.
READ MORE: Louche And Lewd American Apparel Founder Dov Charney Has Been Sacked
Some of the images – including this one of a model in a tartan school skirt bending over a red car to reveal sheer-looking underwear – have since been removed from all the American Apparel sites, so they can’t be verified, but that hasn’t stopped screenshots circulating all over social media.
In a way, it’s hardly news that American Apparel has once again courted controversy with a sexist, hyper-sexualising campaign to show clothes. This is the company that earlier this year was forced to fire its ‘louche and lewd’ founder Dov Charney, whose sexually harrassing behaviour had been rumoured for years.
READ MORE: American Apparel’s New Advert Stokes Controversy With Topless Ex Muslim Employee
What’s sad is that despite that move, the company still hasn’t woken up to the realisation that we just don’t have the appetite for this kind of sexist, damaging, creepy nonsense any more. Shares in the retailer have lost more than two thirds of their value, while in February it was reported that the high-street store was £141 million in debt.
But if profit warnings aren’t showing the bosses it’s time to give these campaigns a rest and get back to making leggings and leotards people actually want to wear, maybe a social media backlash will? Here’s hoping.
Like this? You might also be interested in...
The Definitive GIF Guide For How To Wear Pink Without Looking Like A Princess
Meet The Sisters Calling Bullshit On The Idea That Redheads Can’t Wear Red Or Bright Lipstick
Here’s How To Get The Best 90s Vintage Stuff Without Leaving Your Desk
Follow Sophie on Twitter** @sophiecullinane **
This article originally appeared on The Debrief.