TTIY: American Apparel -- Another scandal
I received yesterday more than a
hundred of Google Alerts regarding the brand I am working on, American Apparel.
« American Apparel selling
a tshirt with a bleeding vagina on the front. Someone explain this to me
please. Why. Why. Why. ».
This tweet has been posted after
the launch of American Apparel’s new unisex tee shirts.
On these tees are drawn a vagina with menstrual blood all over it. They
have been designed by a 20-year-old artist, Petra Collins, who states: « I think teen sexuality is a taboo topic, specifically female sexuality.
[It] tends to be ignored or looked down on. […]We
need to make room for the female view of sex and accept it. Until then, people
are going to be uncomfortable with photos like mine ». The artist will
proceed 50% from the tee shirts’ sales.
More and more articles have been
written since the tees have become available. These clothes are considered as
very chocking, but will certainly be sold. Why? This may be because people who
will wear them are willing to get the same “buzz effect” than American Apparel.
As with BUTT magazine, are those
tees adapted to a brand that is also sold to children and teenagers?
Why was this collaboration made? Why
does American Apparel always want to be that provocative and sexually charged?
Is it to make sure buyers and media notice them?
Even if we do not have any proper
answer, once again, American Apparel knows how to make people debate about the
brand.
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