American Apparel spits out sex ads

American Apparel’s controversial ad campaigns – which have seen it blasted for using “up-skirt” schoolgirl shots as well as other exploitative images of young women – are a thing of the past, according to its new boss.
Chief executive Paula Schneider, who replaced contentious founder Dov Charney, has said the brand intends to cut back on its “overtly sexual” advertising campaigns while maintaining its edgy image.
“It doesn’t have to be overtly sexual,” said Schneider. “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, says Schneider, who also intends to highlight the company’s Made in USA approach to manufacturing, reminding customers that it pays factory workers much more fairly than those oversees.
“No one knows we’re the biggest apparel manufacturer in North America,” said Schneider. “That message hasn’t been told. It’s taken a back seat.”
The company, a serial offender with the Advertising Standards Authority, was most recently hauled up for a “back to school” campaign promoting a school skirt (pictured). It showed a young girl bending over and leaning into a car with her crotch and buttocks clearly visible.
In 2013, the US retailer had three ads banned in four months for using “overtly sexual images”, “sexualising a child” and using “unnecessarily sexual and inappropriate imagery”.

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