Thursday, February 18, 2010

Are we getting under American Apparel’s, ah, skivvies?

Thanks to our sister org,, for letting us know that American Apparel has now invited men and boys to join their crazy sexist ad campaign. How’s that for a creative response to our Girlcott? Add boys and hope we go away!

It’s all pretty disingenuous, of course, given AA’s history of sexist ad campaigns targeting girls. The simple reality is that this ad campaign sits in a culture that highly sexualizes girls and women, something AA knows and takes full advantage of. So it’s no surprise that boys aren’t posting photos anywhere close to the number girls are posting. No surprise, either, that all the top vote-getters on the site are girls.

AA is capitalizing on the lowest common denominator marketing strategy to make a buck: selling sex and sexism. Are we supposed to believe that an equal opportunity invite to sexualize boys too makes this ad campaign okay? Please.

Tell American Apparel that objectifying bodies – any body--and commodifying sex to sell their products is not okay.

1 comment:

karen said...

Good to know we're making them sweat. Now, if we could only get them to do the right thing.