American Apparel

Clothing giant American Apparel has been branded 'sexist' and 'sleazy' over a series of 'degrading' adverts for a unisex shirt.
The online campaign features provocative images of half-naked women sporting the unbuttoned plaid top in a series of highly sexualised poses - often wearing no underpants or just a pair of tiny g-strings - while the male models involved in the campaign are fully-clothed and sombre.
Consumers have attacked the American brand for its blatantly 'degrading' photographs, taking to Twitter as well as to advertising watchdogs to complain. The brand says the images are 'artistic'.

 

 

 

 

 

 

 

 

 

 

 

 

Embroidery on cotton - Photo transfer paper

·        Sketchbook used to create composition

·        Mix media Drawing

·        Collage using found imagery (fashion magazines & blogs)

·        Photoshop – manipulation of found imagery

·        Photo transfer paper used to transfer imagery onto fabric

·        Sewing/embroidery onto images

·        Photography

·        My concept is working with the female figure and how it is being objectified and sexualised within advertisements and magazines.

·        Using the body I feel it creates both social and political content within the work.

·        Collage has played a huge part in my work this semester – providing the basis for my image making. These collages have been manipulated and reworked on fabric to create images which are provocative but also subtle and delicate.

 

Finished Pieces and work in Progress

Dimensions: A3 size - Photo transfer paper on cotton - Embroidery Thread.

 

Fourth Year - Progress Review - October 2013

This year I have been focusing on the body – in particular the female body and the portrayal of women in the media. I have been focusing on the idea of objectification of women within advertisements and magazines. My images combine both the idea of hiding and revealing.

 My main focus has been on provocative poses within female adverts and fashion photography.  I have been looking at how women are objectified and sexualised within advertisements – especially within fashion photography.

Through the use of found imagery, I have manipulated these images through Photoshop and in my sketchbook to form new compositions – zoning in on particular body parts with provoke a male audience.

 

Sketchbook

Cotton Fabric used within my sketchbook. These collages are sew into using embroidery thread. These sketchbook images act as a starting point for compositions and ideas.

 

These small scale images are then scanned into photoshop and act as a base for my large scale pieces.

 

All the imagery used are taken directly from found imagery - ad campaigns in magazines and online. The main source for these provocative poses have been from American fashion label American Apparel. This fashion label is under constant scrutiny from the public because of their sexualised advertisements. The poses seen in many of their advertisements are manipulated in my sketchboko and through photoshop.

Possibility of introducing text
I am considering introducing text into my work e.g PURE, PROVOKE
This is something I wish to further explore in my sketchbook to see if it works before I incorporate it into my larger work.