The Eye of the Beholder

Any of my friends can tell you that my unofficial school uniform consists of sweatpants and t-shirts. On occasion, I’ll decide to “dress up” and wear jeans, but I always remain loyal to those that are deemed 100% cotton. Because of the countless soccer tournaments I’ve been to and teams I’ve played on, I have never really had to buy t-shirts. Well, I never really had to buy t-shirts until my mom started complaining that I looked like a bum. Most of the shirts were ratty and stained with dirt, I’ll give her that, but I was comfortable and that’s all I cared about.

Striving to be a sophisticated young lady, I took my mom’s advice and decided that I probably should look a little more presentable at school. I found a suitable alternative: A nicer t-shirt. That’s when American Apparel became the cornerstone of my wardrobe.

Based in downtown Los Angeles, American Apparel is a sweatshop free company that manufactures clothing basics. The designing, knitting, dyeing, cutting, and sewing of shirts, sweaters, leggings, and dresses all takes place in their LA facilities. They use solar power and recycle the leftover scraps of organic cotton fabric. Factory employees make an average of $12.50/hour and are offered parking; subsidized public transportation, health insurance (with an onsite medical clinic), and lunch; free onsite massages; a bike lending program; paid off days; and ESL classes. With most companies outsourcing and moving operations overseas, American Apparel takes pride in their vertically integrated business. 

With such a progressive business model, it is only fitting for American Apparel to also take a unique approach to their marketing. Their models are employees and friends of the company, the pictures aren’t airbrushed or altered, and some advertisements are even mailed in by amateur photographers. Walking into an American Apparel retail store, the customer is surrounded by neon colored clothes displayed against bright white walls. The stores are edgy and so are the advertisements, which have become the center of controversy in the sphere of advertising.

American Apparel ads are easily identifiable. Tops are off. Rears are exposed. Girls are spread-eagle in disheveled beds in nothing but underwear and socks. These provocative ads have been described as soft core porn and sexist. Some say that the ads objectify and dehumanize women, as well as contradict the message of social responsibility that the company reiterates through their business practices. 

While feminists and disgusted consumers have organized boycotts and signed petitions, others have embraced these racy images. There are those who refuse to be labeled as the victim. There are those who think the ads are refreshing. There are those who see the ads as empowering: “Real” women with the confidence to take it all off and put their bodies on signs that are 50 feet tall and on billboards in Times Square. 

Depending on your “eye,” these ads can be perceived as inappropriate and degrading, or positive and hip. But American Apparel really has tapped into the country’s conflicting views of sexuality and reminds us that "beauty" is in the eye of the beholder.

Sarah Shelness is junior BEM major with a concentration in marketing. No longer living with her parents, she has reverted back to going to class looking like a hobo.