Essay On Exploitation Of American Apparel
2.3 Generating exploitation in the context of clothing line adverts
American Apparel would be a worldwide U.S. clothing line company, based in Los Angeles, California, created by Dov Charney. From the findings the author made, it was discovered that when he was setting up the business, around 1997, his design strategy was ‘Classic Design’, but some how his print campaigns are award-winning among the most followed in the garment industry. However, his advertising has been criticized for featuring young, even teenage, models in sexually provocative poses. That seems very shocking, the fact that everyone is aware of this, yet women’s bodies are still dismembered in ads, insulted- treated like objects. (Figure 2, 3) Girls are getting the message
of being ‘sexually attractive’ today so young. It’s shameful, that ‘there’s no way they can measure up to this’ idle look/ lifestyle’ that a super model on a cover of a magazine or on a billboard has. (Figure 4)
“Culture stereotypes women to fit the myth by flattening the feminine into beauty-without-intelligence or intelligence-without-beauty; women are allowed a mind or a body but not both.”
(Wolf 1990: 59)
American Apparel would be a worldwide U.S. clothing line company, based in Los Angeles, California, created by Dov Charney. From the findings the author made, it was discovered that when he was setting up the business, around 1997, his design strategy was ‘Classic Design’, but some how his print campaigns are award-winning among the most followed in the garment industry. However, his advertising has been criticized for featuring young, even teenage, models in sexually provocative poses. That seems very shocking, the fact that everyone is aware of this, yet women’s bodies are still dismembered in ads, insulted- treated like objects. (Figure 2, 3) Girls are getting the message
of being ‘sexually attractive’ today so young. It’s shameful, that ‘there’s no way they can measure up to this’ idle look/ lifestyle’ that a super model on a cover of a magazine or on a billboard has. (Figure 4)
“Culture stereotypes women to fit the myth by flattening the feminine into beauty-without-intelligence or intelligence-without-beauty; women are allowed a mind or a body but not both.”
(Wolf 1990: 59)