To thine own self be true?
Being a) an agency, b) an agency based in Shoreditch, and c) an agency based in Shoreditch overwhelmingly composed of XY chromosomes, Vice Magazine tends to be eagerly awaited in the office. But unusually for a magazine, it’s the back page that causes the clamour – and it’s American Apparel’s fault.
At first glance, it’s a pretty weird way to sell clothes, to photograph your models more not wearing them than wearing them. But as an informal survey, the number of outstretched hands in our office grabbing for the latest edition seems to prove that it’s a pretty successful way of doing business…
But what about the products? Does it shift more toeless spandex thigh highs or whatever it is the models are kind of pretending to wear? When you look at this picture are you thinking about y-fronts?
This one even helpfully carries a description of what the models are dressed in:
(But bet you only got 5 words in before your eyes were dragged upwards again, no?)
The answer seems to lie with the charismatic – and very controversial – founder Dov Charney. According to Wikipedia, he has masturbated in front of journalists, often walks around the factory in his pants, and has been known to dish out vibrators to employees. Interestingly, he also recruits young models himself and even photographs some of the ads himself, in his flat.
When American Apparel first started cranking out t-shirts, its USP was its ’vertical integration’ and sweatshop-free approach to production. But then came the shift towards a more urban, overtly sexual, ‘down with the kids’ approach. Now comes the news that they’re changing tack again, this time to the untouchable subject of immigration. From prepubescent girls to politics, there’s not much American Apparel won’t go near in their advertising. But it’s this flying-close-to-the-wind approach that gives them their credibility. They’re a massive brand, but they take massive risks. They’ve got brand personality in spades, but – woah! – it’s actually a personality! Makes you wonder how both people and brands might fare better if they were more honest about who they are, and more willing to sometimes be unlikeable, because it makes them more real and relatable.
But we’ll see how it goes down here in the office when next month’s Vice hits our desks…
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