American Apparel thonged again

American Apparel’s new “toned down” advertising strategy cannot come soon enough for the ad watchdog after yet another run in for “inappropriately sexualising” a young model on its website.
The latest ad ban was sparked by an image which appeared on the brand’s product page for its Lips Print Cotton Spandex Sleeveless Thong Bodysuit, which showed a seemingly under-age female model flashing her buttocks.
One viewer complained to the Advertising Standards Authority, claiming the firm had portrayed a sexualised image of a model who they thought looked under 16 years of age.
In its defence, American Apparel (UK) said the model was 20 years old and that the image of her wearing the thong was in line with promoting the product.
But the ASA said in its ruling that due to the model’s “youthful appearance” some consumers were likely to regard her as being younger than 16. This, coupled with the sexualised pose, meant the ad could be seen to sexualise a child. The watchdog banned the ad after concluding it was irresponsible and was likely to cause serious offence.
Whether this will be American Apparel’s last run-in with the watchdog remains to be seen, although chief executive Paula Schneider, who replaced contentious founder Dov Charney, claimed earlier this year that the brand intends to cut back on its “overtly sexual” advertising campaigns.
At the time, she said: “It doesn’t have to be overtly sexual. There’s a way to tell our story where it’s not offensive. It is an edgy brand. And it will continue to be an edgy brand. We sell lingerie. We sell hosiery [but] it should be about empowering women, empowering people.”
Future campaigns will focus on modern day social issues, including gay rights and anti-bullying, she added.

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