American Apparel has had its latest ad campaign banned in the UK by The Advertising Standards Authority, who said it contained ‘sexist’ and ‘voyeuristic’ imagery.
The campaign was for the new Back To School and School Days collections and depicted two young women bending over so that their underwear was visible underneath pleated school skirts.
Speaking about the decision, the ASA said:
“We considered the images were gratuitous and objectified women, and were therefore sexist and likely to cause serious and widespread offence. Furthermore, we considered the images imitated voyeuristic ‘up-skirt’ shots which had been taken without the subject’s consent or knowledge which, in the context of an ad for a skirt marketed to young women, we considered had the potential to normalise a predatory sexual behaviour.”
In defense, American Apparel says that the models were in fact older than they looked, claiming that one of them was 30 years old and adding that they were “not portrayed in a manner which was vulnerable, negative or exploitative”.
Via: Huh Magazine