
To be quite frank, I don't really like Aperican Apprarel. Until now, I only found one or the other sweater and pair of leggins that I felt the need to buy in their store. Mostly, the clothing is too fitted where I'm much more into slouchy and oversized things. Or it is too basic or too boring - simply.
Anyway, I simply *LOVE* browsing their website. And you know why? Because of the photography and the advertising they do. Do I have to pay to view this website?
Let's put it like this: When a stupid song contains only common place lyrics, a boring and too simple beat and the artist seems boring/ugly on top of it all, what do they do? They produce an uber sexy music video for it. Girls with less clothes on than Hugh Hefner's 10 girlfriends during any time of the day for sure - trying hard to look as sexy as possible in the video to make the viewer like the song despite the dramatically low quality of the music - which ideally should be in the center of attention. Did you ever see Radiohead produce such a video? No? Well, there you go.
Of course I'm banalising here, but that's just for the fun of it.
American Apparel does indeed do the same. Take this mesh dress for example. It's okay, I don't even find the dress that bad. It's quite cute and good for layering. Oh, wait, for LAYERING, yes! What does AA do? They ask their model, who probably gets paid a lil extra for not wearing even little panties underneath, to jump into this dress naked. AS IF, ladies and gentlemen, ANYBODY would ever wear the dress LIKE THIS EVER! (Except if you work in a certain horizontal business or in a strip-bar, which is okay of course, don't get me wrong, I absolutely approve of any of that!)
But just imagine Topshop selling the same kinda dress. They'd add cute tights and chunky boots, a fringey scarf, probably fun jewellery, studded bra and all that. They'd create a cool party outfit to promote the dress. The model would look decent AND sexy. Not cheap, AA! Cheap, that's the word. And that's how this adertising makes it look like. I like nakedness, I love it indeed. I run around naked all the time - AT HOME! But advertising like this is too obvious, simply and it's getting on my nerves because AA somehow understands it as their own way of advertising by now. They do it all the time!
Just as a reminder to AA, sex sells, yes, but not like this. Try to be more subtle, please.