Perhaps the most shocking part about American Apparel’s latest ad campaign is that it’s really not shocking at all, at least not for the reasons AA has become known: instead of high-rise thongs or bared breasts, a “senior” model serenely poses in AA garb, her silver hair flanking her shoulders. Though it wouldn’t be AA if there weren’t at least one gratuitous crotch shot, Jacky (whose last name or exact age hasn’t been released yet) still manages to keep it classy.
“There was something so compelling about Jacky’s look and energy when we first spotted her in a New York restaurant this winter, we introduced ourselves and pulled up a chair. During a long discussion that touched on everything from career choices and nutrition to insights on relationships, age and beauty, we asked if she would consider being photographed by us. We were thrilled when she agreed,” AA posted on their Facebook page, which also has an entire album devoted to the senior beauty’s campaign.
We have to admit that American Apparel’s latest campaigns have grabbed our attention for all the right reasons, which is a welcome departure from some of their tackier fare in earlier years. Take their last campaign, for example, which featured transgendered model Isis King of America’s Next Top Model fame sporting the label’s “Pride” tees and tanks. Instead of a 16-year-old waif who only a tiny fraction of the population can relate to, AA seems to be expanding their market and their demographic, making the brand more inclusive.
Though we’re normally wont to question the sometimes-shady brand’s motives, we’re all for timeless beauty and style, and this campaign and King’s are definitely a step in the right direction for making advertised fashion and beauty more relatable. What do you think about AA’s latest campaign: are they making positive strides in their latest batch of ads, or is this simply a ploy to change the public’s opinion about them?
Ashley Cardiff, The Gloss associate editor: “[…] Even if American Apparel did just cynically cast Jacky for press attention… we don’t care. She is a complete breath of fresh air. Hat’s [sic] off to them.” [The Gloss]
Connie Wang, Refinery 29 global editor: “[…] Her silver hair, more conservative styling, and the fact that she actually looks relaxed and happy makes her the fiercest model we’ve seen from the brand lately.” [Refinery 29]
Eliza Grossman, assistant fashion editor: “I think this is a fabulous idea for American Apparel. With Advanced Style already widely accepted and admired, this is the perfect way for American Apparel to shake things up. The series of ads not only shocks the customer but demonstrates that the brand’s designs are basics that can be incorporated into any wardrobe.”
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