This Is Hands-Down Ass-Up American Apparel’s Creepiest Photo Ever

american apparel

via 360b /

American Apparel, a brand known for its gratuitously provocative marketing schemes, has quite possibly outdone itself in terms of objectifying imagery. One of the images featured under the mini skirt section of their online store looks more like the cover of a modern reprinting of Nabokov’s Lolita than it does a photo intended to make people want to buy skirts.

Behold the photograph in question:

creepy american apparelNow, there’s nothing wrong with an adult woman wearing a pleated skirt and exposing her white underpants and booty cheeks to the world. I take no issue with the skirt and childish panties combination–infantalizing as it may be; the problem with this is that this picture looks intentionally non-consensual. It’s predatory like one of those “creep shots” perverts take of women daring to have bodies in public. The art director behind this shoot deliberately designed the image to make the viewer feel like they were sexualizing a little girl who was tying her shoe.

I’ll be completely honest with you, I wear American Apparel clothing on the regs. Right this second, I’m wearing an American Apparel garment. Somehow their toxicity warnings and creepy advertisements with their trademark pattern of consistently objectifying women in more and more gruesome ways has not deterred me from shopping there on occasion. I’m not proud of myself. It’s their basics, man–they keep pulling me back to the store. If only I could shop on their website or in one of their many retail locations without having to feel like a predator.

H/T Jezebel//Photo: American Apparel

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    • HB

      It feels wrong even to look at this picture. All it does is make me feel really bad for that model. Can she even put that in her portfolio? Not really moving toward that face/name recognition goal with this shot…

    • Samantha Escobar

      I feel like American Apparel just wishes women didn’t have faces.

      • Fred McCoy II

        See if we take away the face, women become sexualized clothes hangars and we can totes sell tons of clothes that way.The face is distracting, it reminds you that the person is in fact, a person.

        This is what I assume their marketing department is thinking,.

      • Samantha Escobar

        Nailed it.

    • Lindsey Conklin


    • ktree

      I have never owned anything from American Apparel, partly because I am not very skinny, mostly because I don’t have $26 to spend on a t-shirt. And from all the shit I have seen on here, I have no desire to shop there.

      • CMJ

        It is not great quality either. It USED to be okay but when I walk into a store that has an entire case full of scrunchies I really just can’t be in there.

    • CMJ
    • JennyWren

      I can’t even with this place. I used to reconcile the itchy, creepy feeling I got when shopping there, as well as the expensive prices, to myself on the basis that the t-shirts were soft as puppy breath and lasted for-ever, but I just can’t anymore.

    • CrosslyStitched

      Stop putting money in their cash register and then complain. Until then you’re still contributing to the problem.

      • Len


    • Robotic Socks

      Yoga Skirts™

      It’s the next in thing!


    • Kay_Sue

      I feel dirty just looking at it…

    • thisshortenough

      This isn’t even their worst stuff. On their tumblr they put up a picture of a woman naked masturbating in the back of a van that was on a highway and opened so that the car behind could see. They also had a close up of a girls ass in a thong. You could proper see her anus

    • JJ

      Honestly why don’t they show just show a close up shot of an uncovered vagina and a vagina only and get it over with already. As someone said below clearly they don’t want us to think women have faces or features beyond butt crack crotch close ups and naked tit shots. They might as well go all the way and just show a zoomed in x30 shot of a woman’s vagina for their next ad campaign. Honestly at this point they must be hiring the Joe whats his name who made Girls Gone Wild tapes for years as their photographer. American Apparel Gone Wild!

    • Michael Murphy

      Nice clam!

    • Michael Murphy

      She looked so perfect standing there in my American Apparel underwear
      and I know now , that I’m so down!