Recently, the British Advertising Standards Authority (ASA) has prohibited American Apparel’s advertisement campaigns from being published after a number of concerned citizens protested that the ads were “unnecessarily sexual and inappropriate” for children to have a glimpse of. American Apparel took the time in responding to the ruling ASA made, saying such decision was “unfortunate.”
Besides appearing online, the ads ran in Vice magazine, which intensified the tension between the two parties. “It’s unfortunate that the ASA has made this ruling as our models are of age and were featured in Vice magazine, a publication clearly intended for mature, fashion-forward audiences,” said American Apparel marketing director Ryan Holiday.
Besides the provocative shots, Holiday commented on the alleged underage models the brand hired to pose in the ads without wearing underwear. He confirmed that the model, Becca, was 23 years old when it was shot in winter of 2011 and is actually the longtime girlfriend of American Apparel’s photographer Henrik Purienne.
Holiday stated that the brand will accept the decision of the ASA like what they did in the past, but he mentioned that American Apparel has no plans of changing its “classic” advertising since it is famous for its “artistic and social values.”
With that, it’s safe to say that we’re bound to see more of American Apparel’s racy and suggestive ad campaigns in the years ahead. First things first though, would you even consider the ads “artistic”?
[Photo Credit: American Apparel]