Desperate for Attention

by jennine on January 17, 2011

american apparel desperate

Really, American Apparel? Call their brand image what you will: racy, controversial, pornographic, misogynistic, edgy, fresh, hipster. But after seeing the store sign in Soho this weekend, American Apparel just seems like an insecure teenager desperate for attention.

{ 43 comments… read them below or add one }

DWJ January 17, 2011 at 7:09 am

WAIT! Why were my girlfriend and I emailing back and forth yesterday about the buttless pantyhose they sell on line! HA! I’m mad they made it a sign. What is the point? I have a big butt but I would never want my but hanging out of my tights. Sigh…they really are looking for attention.
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jennine January 17, 2011 at 8:47 am

actually, i can kind of see the point with those, you know so you don’t get monobutt. i was just thinking the other day it would be great if they made long underwear that scooped below the bust so we could stay warm without getting uniboob. that’s one of the big reasons i hate layers!


Carly January 17, 2011 at 7:21 am

I was in Soho this weekend and didn’t see this..OMG..I would have died!
It looks like it should be the campaign ad for a sex toy store…or put on a mudflap of a big truck/RV.
I guess it is unusually disappointing because their demo is tween/young girls…wrong message of sexiness….
in my opinion.
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jennine January 17, 2011 at 7:50 am

yeah, for a while i thought they were talking about being more preppy, i guess that didn’t work as well as ass shots.
once i saw this scantily clad lady standing outside the store, i think they put her out there to attract people, but i’m not so sure that’s all they attracted. it’s really so weird….

i mean, i’m not offended, i just think it’s just sad.


John January 17, 2011 at 7:57 am

I totally agree. What the hell were they thinking. . .
Saw it last week on the Sartorialist, for the first time. Looks like they did it, just because they could; no limits and no integrety at all, it seems.


Grit and Glamour January 17, 2011 at 8:01 am

I’ve been over the ridiculous adverts for American Apparel for a long time. Personally, I don’t get the fascination with the place. Unless you want leggings, what’s the point? I’m glad you pointed this out.

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jennine January 17, 2011 at 8:49 am

expensive legggings that consistently tear in the crotch? no thank you. actually i have a few things from AA that I like a lot, but yeah, the branding is a total turn off. especially the more shocking they try to be. emphasis on “try.”


liz January 17, 2011 at 8:25 am

The girl’s cant wear make-up that work there, but ass-less leggings are okay? h.


Hayley January 17, 2011 at 8:57 am

I don’t know if they would be able to get away with that sort of branding here in the UK. I’ve not seen any of the more notorious adverts other than online. The sign is a bit too much, like they’re trying too hard to stand out!
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jennine January 17, 2011 at 11:51 am

really? i always thought the media was more liberal in the uk… but if you haven’t seen it!


Theresa January 17, 2011 at 9:31 am

All acts of desperation aside, I absolutely LOVE their Unisex Circle Scarf.


jennine January 17, 2011 at 11:52 am

i love my long chiffon skirt. they do have good pieces. i just would like them more if they didn’t seem so ridiculous.


Casey January 17, 2011 at 9:56 am

The parallel between AA and an attention-desperate teenager just cracked me up! If I didn’t know what AA was, walking past that sign I’d assume it was a sex store-not streetwear clothing! lol. But then again, not surprised that AA is doing this… the company honestly gives me the creeps.

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jennine January 17, 2011 at 11:54 am

once i thought i saw a hooker standing on a corner (i used to live in a neighborhood where prostitution was prevalent, so i thought i had a good eye for spotting them) but no… it was an AA employee handing out flyers in front of the store.


Collette Osuna January 17, 2011 at 10:18 am

Are you serious? really…I can’t even imagine this….and I too, have no idea why there are so many lovers of this store….Ive been to more than one, just thinking one would be better than the other…NOT.

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Joy D. January 17, 2011 at 10:57 am

AA is all like: “Hey remember us? Your local basics store, where you can look slutty for only 50 dollars per shirt?”
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Bella Q January 17, 2011 at 11:45 am

Lady, you nailed it!
I keep wanting to love the AA for the sweat-shop free side of things. But the fit is bad for my womanly form, and the ads leave me cold. This leaves me feeling a little like a person at a party witnessing the drunken antics of a friend of a friend: a bit embarrassed for the party involved and glad I don’t know the guy.
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Aggie January 17, 2011 at 11:46 am

I’ve seen their ads on blogs too! I mean, I could see the model’s nipples and butt cracks. Come on! Very distasteful.
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Nickie Frye January 17, 2011 at 11:50 am

It’s too bad because I do like some of their clothes. Their website makes me feel so uncomfortable though. A little self-censorship would be great.
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fuyume January 17, 2011 at 11:52 am

wow thats a lil shocking and it does look like the kinda shop sweaty men in anoraks frequent. I cant imagine that their london branch will get that sign at least i hope not!
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Tamia January 17, 2011 at 12:34 pm

Good lord, they’re putting those drawrings (like Simon) on their external signage now? On the plus side, at least it’s not the ad with the pube shot. Attention-seeking is right.
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verychiclist January 17, 2011 at 1:14 pm

try to visit the website and see the pics of the campaigne…very distateful…
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lisa January 17, 2011 at 1:34 pm

Their new line drawing ads are just gross.
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charles January 17, 2011 at 2:21 pm

that’s utterly ridiculous. this just adds to fuel to fire, as far as I’m concerned. the drawings might as well be baboons as far am i’m concerned because those cartoon girls like animals. xx
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vintagevixxen January 17, 2011 at 3:07 pm

wow, that is pretty crazy!


Melina January 17, 2011 at 3:43 pm

Perhaps it’s the whole ’shock appeal’ thing? Though I really thought that was over… I feel like scantily clad is so over-played. The insecure teenager thing is a PERFECT analogy for their marketing!
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Mish January 17, 2011 at 5:47 pm

I 100% agree with your sentiment. I don’t both with there leggings any longer because they are cheaper and just as good at Top Shop. xo Mish
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rachel January 17, 2011 at 6:29 pm

sigh. i never buy from them anymore. can’t deal.
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WendyB January 17, 2011 at 8:30 pm

I think it’s quite elegant compared to their usual ads!
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Storm January 17, 2011 at 9:31 pm

It kind of looks like a bra and pantys shop.


vanessa January 18, 2011 at 1:40 am

I think you hit the nail on the head. They are scrambling, and don’t what to do. So like a child they are acting out, and trying to get any kind of attention. I don’t agree with the theory that any press is good press.
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Rose January 18, 2011 at 2:39 am

AMEN, sister. This shit just gets more ridiculous. Oh yeah, and the drawings are terrible!


Shailender @ Romantic Getaways January 18, 2011 at 4:25 am

It’s really funny… I don’t know how they think such kind of things. :D
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Marlene January 18, 2011 at 5:07 am

Oh no. I never thought it could get worse! In a month’s time I’ll move into a flat just opposite one of their shops. I hope I’ll be strong enough to resist..
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Fashion Limbo January 18, 2011 at 6:24 am

I have to agree. As much as I love edgy, though-provoking ideas, this is rather desperate and simple-minded. Then again, I haven’t like American Apparel’s ideas for a long time, and far from provoking, I find them boring.
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Laurel January 18, 2011 at 10:00 am

OMG it just gets worse and worse! I thought they could never top that horrifying image of the girl in the fishnet outfit, but this is pretty bad. I guess the only thing they could do to make it more gross would be to make this image a photograph. I’m kind of surprised it isn’t, actually.


Tina Tang January 19, 2011 at 7:59 pm

Agreed! That sign is horrible!


Krista January 20, 2011 at 4:27 am

I’ve never heard American Apparel described so accurately — and I’ve read a lot of trash about them, lol.


raven January 21, 2011 at 3:31 pm

HA. Actually it’s not funny. It’s more like sad and they really need to stop.

Soooooo over their crude marketing style. Grow up AA.


SarahJayne @ Goldmine Trash January 21, 2011 at 5:32 pm

They like big butts. And they cannot lie.
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The Zhush January 23, 2011 at 3:53 pm

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Courtney January 24, 2011 at 1:12 pm

Why even bother doing this? They have brand recognition.

This explains why I haven’t boughten a thing from them in years. I feel justified and vindicated now.
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Madeleine Gallay January 25, 2011 at 1:43 pm

Seriously? I sort of thought it was a joke. The American Apparels in Santa Monica and Venice are just benign shops, nothing ever happens out here.

New York, New York


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