A Critique of American Apparel

American Apparel's advertising strategy and subsequent campaigns definitely have both positive and negative aspects to them. As explained in this reading, Innovation and Exploitation - A Critique of American Apparel by Anna Kealey, American Apparel puts a heavy importance on being environmentally friendly, and ethically sound. The environmentally friendly and employee aspect of American Apparel is one which is integrated in almost all of their marketing and advertising, and definitely serves to glamorize both. I completely agree with the way American Apparel chooses to make being mindful of nature and of factory workers trendy and cool, but have to disagree with the way they portray women in their advertisements. The essay explains how the American Apparel advertisements are designed to look like amateur pornography, with young looking girls in very provocative pictures, which isn't a particularly glamorous or politically correct advertising strategy in my eyes.