So I saw a post on how American Apparel markets unisex clothing, but I couldn’t actually find a unisex section on their website. I did however notice this. The sweatshirts one is particularly illuminating.
Selling men’s clothes to men, and selling women’s bodies to… ?
American Apparel is really fucking horrible for many, many reasons, but here’s another example.
American Apparel’s advertising is a PERFECT example of the way that we sell products to men through advertisements and sell women’s bodies to men even though they’re being used in advertisements for women’s products. It’s a fantastic example of how the female body is treated differently than the male body, how it’s seen as intrinsically sexual, and how this is totally normalized within our culture. To be clear: i’m not saying there’s anything wrong with women’s bodies being sexual, or women being seen as sexual beings. We are sexual beings! What I am saying is that there’s something deeply problematic when that sexualizing is only happening for women, and when that sexuality turns into objectification through a male gaze. To illustrate, here’s a screencap from the AA homepage right now:
because a picture of a woman’s ass that she is spreading with her fingers and the slogan ‘get wet’ is not an objectification of women’s bodies for the male gaze AT ALL, and we would totally see these types of images and ads for male swimsuits too! -________-
Yeah, if you’re still spending your money there, stop.