Tangents & The Times

I have recently become reacquainted with a gent I went to high school with. He now is an “Internet Strategist” for American Apparel. Last night, a heated debate broke out in my room between my roommate and him. She had some qualms with American Apparel’s marketing tactics, which tend to lean towards a seventies inspired porn theme. Her main point was it was wrong for them to over-sexualize pre-pubescent looking girls and the same old same old fashion industry gripe that it negatively influences society, that they should use women who look like women.

But what defines what a “woman” should look like? From what I’ve gathered, the consensus is that they should look mature- mentally and physically. Full-figured with the wisdom of at least a couple years of college life around their eyes; they look their age. They look like they are old enough to have had a relationship or two, that they’ve had a couple rolls in the hay and could eventually pop out a couple little rascals. Granted, that is how the majority of women do look. I can see how one would be upset with the constant barrage of five-ten, a hundred and two pound girls because it’s just not realistic.

I’m not five-ten, just breaking a hundred pounds but I’m also just fitting into the bras my mom bought me in seventh grade. I’m not even exaggerating. I’m twenty-two and rather petite. I wear little to no makeup and I am commonly mistaken for a seventeen year old. I don’t look like what mostly everyone else thinks a woman should look like. I’m skinny but not tall, curvy but without much filling. I’m not Gemma Ward and I’m not Catherine Zeta Jones and I look like I’m in high school. Does this mean I shouldn’t feel sexy ? That it is wrong for others to look at me that way ?

I fall in between the cracks of the media and the general public and right into the niche of American Apparel, which is why I like their ads.

American Apparel is shitted on because of their use of women that look young. But women who look young are still women. And most women want to feel beautiful and desirable. I don’t necessarily get my jollies off on the xxx-esque photo-shoots but these women they use make me feel more confident about myself- that girls that don’t wear make-up, that don’t have huge tits and who look young can still be deemed as sexy. I feel good about myself looking at one of their ads, knowing that there are people who think this person is beautiful in all her plain and childlike glory. There are people out there who think that women who look like me are captivating.

I understand that I may be a part of a small percentage but does that mean I shouldn’t be represented the same way that full-figured women want to be represented ?

Now I want to address some of the issues I can see a flock of feminists or other radicals bringing up:
1. Yes, I see how these ads could be detrimental to girls and their self-esteem. But telling girls that look like me that they should look more like Scarlett Johansson can be just as harmful. It’s a lose-lose situation. Someone is always going to feel ostracized.

2. Yes, I understand that some of their ads could be assessed as being sexually suggestive and inappropriate for youngsters. But humans are naturally sexual beings. Why do you think they give sex education in elementary school? Because everyone knows the little raggamuffins are wacking off already. If you really want to save the children’s minds, turn off Sponge Bob Square Pants. American Apparel ads don’t promote ill manners, irresponsibility, general retardation or recreational drug use. Cartoons on the other hand… oy vei.

3. No, I don’t support child pornography or anything that could be seen on Law & Order: SVU.

4. Yes, I realize these women are being objectified but before there were “career women”, back when all this universe barabajargal went down, women were put here to get down and pump out a population. It is not all that mind-boggling that this is why sex sells. I don’t necessarily like it but I accept it for what it is.

5. No, you f-off !

And the point above all points is to remember this is a business. My friend last night was talking about how before the racy campaigns, they focused on being sweatshop free which no one gave a crap about. They are here to sell cotton basics. The morals didn’t work and the tried and true immoral tactics always do. So, Mission Accomplished.

Now, where is my gold lamae unitard ?