5 Reasons Why American Apparel’s New Ad Campaign Might Redeem a History of Problematic Advertising

 

During the week of July 4^th, American Apparel debuted a new advertising campaign with “advanced” model, Jacky O’Shaughnessy. O’Shaughnessy was discovered in February of this year, launching her modeling career at age 60. The campaign deviates from its history of controversial ads that use nudity to advertise clothing and hints, if only briefly, at an advertising strategy that does not rely on the hypersexualization of homogenous female bodies. 

Here are five reasons why the campaign may redeem American Apparel’s sub par track record:

1. The campaign has fewer problematic images of women and is void of excessive side boob, visible nipples through diaphanous shirts, public hair, and ample cheeckage.

2. The ad creates positive controversy, generating awareness of various body types and ages instead of igniting frustration over hypersexualized images of similar-looking models.

3. O’Shaughnessy disrupts the classic high-fashion narrative of underage, underweight models, making room for inclusive ideals of beauty and for new standards in the industry.

4. O’Shaughnessy, whose look is much like today's Lauren Hutton, is unique because unlike Hutton, she is famous in her 60s without any past fame as a standard looking, youthful model. Her professional success is based on her current appearance, not a past aesthetic, suggesting today's beauty standards might be expanding.

5. The ads deviate from American Apparel's past advertising campaigns that seem to overcompensate for the already appealing sweatshop free, American-made trademark. These ads (sort of) do not rely on jazzing up the ethical parts of the American Apparel brand with compromising images of young women in ads like this one for pants with a topless model.