Courting controversy with the Lolita look Why sleaze sells for American Apparel

Why do youth brands court controversy in advertising?

17th August, 2014
One of American Apparel's tamer advertisements

Why do youth brands court controversy in advertising? The question has arisen again in the wake of another scandal involving the reliably jarring US fashion brand American Apparel, whose promotions for its new-season clothing included what amounted to an “up-the-skirt” picture of a young model dressed as a schoolgirl.

The Daily Mail (which itself is hardly averse to running images of very young women wearing very few clothes) accused the brand of fuelling...

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