I grabbed the blue box, and marched my soon-to-be “ shapelier buttocks” up to the cashier. This was going to be amazing!
It’s a moment of transition for American Apparel’s new look without Dov Charney: edgy but with less skin.
Except they’re still promoting what we’ll respectfully call their classic “come hither” looks. Thehomepage slideshow flashes old topless pictures, and that cheerleader is still bent over on their Tumblr. On Instagram, American Apparel posts #TBT shots of those ads featuring the women waiting for Child Protective Services look.
After CEO Paula Schneider’s interview with Bloomberg about the company’s new direction, Policy Mic was one of the outlets to declare this change as a milestone victory for women. But from the look of their homepage, it was premature for them to run and declare that “the overtly sexual ads they’ve produced for years will disappear for good.”
O.K. so naturally, Schenider’s new vision is for the future of the company, and it’s their right to choose their aesthetic in the meantime. They’re all probably in crazy cleaning house mode right now, but maybe they’re skirting the responsibility to swap out all the women doing splits in their underwear on their sites? As we all learned when Facebook took away our right to hide pictures of us in Uggs, fleeing your old look isn’t so easy. No one expected American Apparel to rewrite the history of their old ads, but it just seems odd to keep pumping out legs in the air.
We want to know what you think. Can you be talking about less skin when your homepage has a topless model and a ’70s porn vibe?