Ethical Issues

This controversial advertisement for the clothing brand American Apparel raises issues regarding the ethics of fashion. American Apparel is a brand commonly associated with controversy; from the series of pornographic advertisements, to the founder Dov Cherney being fired from his position due to his own controversial actions. With this advert especially it seems American Apparel is playing into the concept that ‘sex sells’- an arguably dated and degrading concept. However the rise of American Apparel’s popularity coincided with the increase of visual social media. Visual media platforms such as ‘Tumblr’ or ‘Instagram’ allowed for an increase of sharing in all aspects, from artwork to political and social opinions and views. These platforms share the common feature of a sense of freedom of expression. This is was the target consumer of American Apparel, therefore the advert may been seen than more than what it initially seems.

The advert may be perhaps viewed as an expression of female sexuality. Marketing for male products, especially cologne, use female sexuality to ‘entice’ the buyer. These adverts are arguably degrading to women, objectifying and implying their sexuality is something that can be bought or controlled. This advert however does create a sense of female control over sexuality. The bright background implying the image was taken in daylight, therefore no sense of shame or anything hide. The woman herself is the focal point of the image, with no male presence, she is seen as in control of her actions, therefore her sexuality. Her clothing is also not overtly sexual, she is not wearing lingerie, but plain socks- making the image seem quite basic, implying a sense of normality and equality.

However there is no denying that the advert is reminiscent of a pornographic image, and despite its attempt to reclaim capture female control of female sexuality, it is in fact still sexualising and objectifying the model. Therefore continuing the media and marketing abuse and use of female sexuality. The use of stockings similar to that of the classic school sock is also an ethical issue. The sexualisation of young or underage girls is an issue that American Apparel have been criticised about before. The brands 2014 ‘Back to School’ campaign pictured a school girl in a traditional school pleated skirt leaning over, allowing for a view up her skirt. This advertisement was banned by the UK Advertising Standards Authority for ‘sexualising school girls’.

This is not the only advertisement of the brand that has been banned in the UK, the ASA banned a series of adverts, calling them ‘vulnerable, gratuitous and voyeuristic’ [Independent, 2014]. The nature of these advertisements could arguably be seen as an ethical issue due to the impact and influence they may have on their impressionable, young target audience/ consumer. Young girls who may be influences by the world wide brand should not be exposed to these kind of images, thinking this way of presenting ones self is something they must also do to be considered ‘fashionable’, to be an American Apparel girl.

[1] Independant, Linda Sharkley. 2014. Revealed: American Apparels most controversial moments following a ban on back to school ad. http://www.independent.co.uk/life-style/fashion/features/american-apparel-s-most-controversial-moments-following-ban-on-back-to-school-ad-9712735.html. [Accessed 27 November 2017].