This makes me angry.
I have always been a big American Apparel fan - I love the fact that they are anti-sweatshop and, well I love the clothes! But this blatantly sexist communication has definitely put me off ever shopping with them again.
I mean, it's a unisex shirt. UNISEX means something that both a man and a woman can use. Sounds great, right? In this case, wrong.
If I'm a guy, this is how I get to wear this shirt:
Looks cool. I bet most guys I know would buy this shirt.
But if I'm a girl, this is apparently the way to wear it:
A couple of things that come to mind:
1. What's that thing she's holding?
2. Isn't she cold?
3. Are American Apparel so forward-thinking that they find pants useless?
4. Or is there a bare-butt trend I don't know about?
But most importantly: how come the girl half-naked while the guy is fully clothed?
Really. This is beyond me.
How guys wear American Apparel's shirts: while chillin' on a balcony with their buddies (let's for a moment put aside the fact that, for some reason, they find it cool to promote cancer sticks).
How girls wear the shirts: rolling around on couches in ridiculous "sexy" poses and bed-head hair.
What angers me the most about this is this eternal perception of women as "beautiful" and "sexy". I truly, wholeheartedly cannot stand this. I find it ludicrous that while a man can have a full-blown personality, with flaws and everything, and still be considered a human being, women are first and foremost defined by how they look. And how are they supposed to look, then? SEXY, that's how. Whether we're on a date, at the supermarket, in the office or at the dentist's, society finds it appropriate to pin sexiness on women. For any occasion. Think of any commercial or advertisement you've seen recently. The girl who goes to work and then out with her friends, swooshing her hair and smiling seductively. The woman holding a department meeting, swooshing her hair and smiling seductively. The mother who manages to take care of her home, work, husband and kids, while staying in shape and yep, swooshing her hair and smiling seductively. Why? Why is there no pressure on men to be sensual and sexual, ALL of the time, while women have to play the role of some kind of constant porn star? I don't get it.
Some of my male (Italian) friends can't watch a TV show or a movie with a woman in it without commenting on how she looks. The guy in the film gets to be balding, grey-haired, have a belly and still be considered "funny" and "fascinating" - after all, his job is to be funny and have a personality. The woman, at any age, in any role, has to be constantly sexualized because that's what she's there for, right?
This drives me INSANE and that's why I'm so angry with you, American Apparel. Why did you do this? Is this a joke? Do you not know that this is 2013 and women are running international corporations, heading governments and saving the world now? Do you think we have nothing better to do than lounge around on a couch with messy hair and pouting lips - pantless, God knows why - and waiting for some guy to finish getting lung cancer on the balcony and come sweep us off our feet? Do you not think you'll lose any clients over this? Wake up, American Apparel. Wake up and smell the soy latte. I'm glad you've been sued - maybe you'll have a good think about what kind of communication you're putting out there. You say the images are "artistic"? Why can't the guys be "artistic" too?
Read the awesome Emelie Eriksson's blog post on this here - she's dead on. I hope American Apparel have read her post. I'm so happy that girls in Sweden (where I come from) stand up and ROAR against this crap.
Pictures from the aforementioned awesome lady's blog