American Apparel: A Tangent
I’m going to post two images of American Apparel, and then I am going to discuss them. I am going to try my hardest not to use profanity, since this is an academic blog and all.


So, there they are. In the first, a nearly-naked man is wearing a speedo, making a sheepish face into the camera, and looking a little goofy. In the second, a woman holds a cat and then looks like she’s undressing. But isn’t she pretty? And look at all the bright colors behind her!
I abhor American Apparel. While a lot of clothing companies have policies that range from questionable to openly disgusting (remember the Abercrombie & Fitch thongs-for-toddlers debacle?), I choose to wage my battle against American Apparel.
My qualms with the company, in no particular order (please note, this is not a comprehensive list):
- Their CEO is a despicable human being, demonstrated by the slew of sexual harassment charges against him
- Their hiring practices are appalling
- Their clothes are not designed for people with curves, and they’re cheaply made but tote relatively hefty price tags
- Their advertising.
I’m going to mainly focus on the last bullet point. For one company, American Apparel manages to be several types of offensive. I’ve seen ads that are racist, ads that are sexist, ads that objectify, ads that evoke child pornography, and ads that make no sense. And I do my best to avoid these ads.
About racism: A few years ago, American Apparel had a line of “tribal print” clothing. This was one of the few times that the company used black models. Funny how that works.
Because it makes me feel ill (and I don’t want to add more fuel to the fire by googling the company any more than I already have), I’m not including any other American Apparel ads, but a lot of them portray extremely skinny, young-looking young men and women in minimal clothing. The photo quality is grainy, the color scheme is minimal, and the facial expression on the model often looks terrifying. Looking at these types of ads— that simultaneously sexualize and infanticize— make me actually feel sick.
On top of that, the above ads provide picture-perfect examples of the tendencies Goffman wrote about and Sut Jhally discussed in Dreamworlds 3 to portray men in upright, dominant, vertical positions and women in submissive, canted postures.
Even though the man is practically naked, he looks at the camera straight-on. His feet are planted firmly, his hands are at his sides, and if anything, he looks bemused.
The woman, on the other hand, hides behind a cat. While she is looking at the camera, she holds her hands in ways that contort her body. Her head is cocked to the side, and she is demonstrating the “bashful knee-bend.” All of these things, like Goffman/Jhally said, put her off-kilter and into a position of submission. Beyond that, she is clearly sexualized.
The alarming thing is, these aren’t even the most alarming ads.

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