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.