Transgender, “Isis King” lands major American Apparel campaign
American Apparel creates a stir by hiring transgender Isis King, America´s Next Top Model alum, to do provocative advertising for their new campaign. Coming on the heels of Gay Pride month, it seems American Apparel couldn´t have done any better. Who´s the genius behind this move? Is this an attempt to clean up their tawdry image?
As a show of support for the gay community, the model who says she started life “in the wrong body” is seen posing in a series of screen printed tees with pro-gay slogans such as “Legalize Gay” and “Gay O.K. The t-shirts and tanks were made in partnership with the Gay and Lesbian Alliance Against Defamation (GLAAD). 15 per cent of the proceeds from sales will be donated to the organization to help fight homosexual prejudice.
In the past, American Apparels advertising campaigns have angered many. Last year, the clothing store featured a topless ad campaign and was branded “creepy” by Twitter users. The ad featured two nude drawings done by Boris Lopez, who works for Hustler and Barely Legal. One ad was called, “Nail Polish and Panties.” It featured a topless brunette wearing nothing but red sunglasses and white frilly knickers. In the other ad, a girl is seen climbling a tree wearing an over-sized shirt with no underwear. Yet in another campaign a young model lifts her arm to show stubble. Very risqué stuff indeed.
Anti-Socialite tweeted, “these American Apparel ads are getting out of hand.”
So are they getting out of hand? Have they crossed the line between what is acceptable and what is not? Have they thrown caution to the wind to get optimum PR coverage? Perhaps they have but it seems that they are working hard to clean up their image with their new campaign.
Marsha Brady, an American Apparel Creative Director, had this to say: “It´s time for everyone, regardless of sexual orientation or gender identity, to accept each other and thrive in harmony.”
Well said Ms. Brady. After all, advocating gay rights and taking a firm stand and publicly standing up for transgender rights is not for the faint of heart. Thumbs up on this bold move.
By
T. J. Mueller
