It is a self-parody, probably a reaction to claims that it never hires black models. Black paint is a famous blaxpoitation tool, that couldn’t be racist if tried. Plus, it also puts the t-shirts into a new context, as the shirts are ’supposedly’ sweatshop free.

Stripped of her dignity? Methinks you guys and Mike are going wayyyy over the top on this one. This is a beautiful picture and what’s being insinuated here? That AA is appropriating black culture? No, that’s not it. Uhhh, that she’s too “African” looking and is reinforcing the idea that there is a stark contrast between herself and what you guys see as AAs target market? If she was a light skin black girl there wouldn’t be this debate. Maybe if you made a case for her lip color being a “white girl shade” and that they’re objectifying her in that way…maybe, but they but an African headwrap on her so no. I see no case here. Nice ad. PS if you went to Williamsburg you’d prolly be surprised at how many black hipsters there are too.

This isn’t an ad. It’s a feature that i-D shot on its own.

“If she was a light skin black girl…”

“but they but an African headwrap..”

I think if you do some research on blackface iconography/ad history you will find that this advertorial is intended to directly mimic racist ads of the early 20th century. Google “aunt jemima” and you may get a different perspective on the AA spot.

I’m not going to say it’s racist, but it’s definitely cheesy and ignorant.

oh, and seeing as this is intended to parody Aunt Jemima ads, which were pushing pancakes, it’s interesting that they use the tagline “better than cake” which sexualizes the racial undertones and conflates the whole sentiment with a consumable product, which does commodify the racially-charged sexuality.

I fucking hate AA. At least this girl isn’t being portrayed as a 14 year old sex-addict. Sometimes Local manufacturing isn’t the answer…

i like this add. the colours and styles pop and its basically just saying that they have a variety of styles for different people. anyone can put an outfit together to suit their style and personality.

to tell u the truth weneva there is a pic of a blck woman on a cover of a highly published magazine in amaerca or anywhere in the world ,there will be scrutiny and racism attached .its neva abt white to black most of the time the one s who r most racist are black to black,wat is wrong withu people?let it go?racism is shit nobody wants to talk abt it becase its a very mahussive n appaling topic…am not saying we shouldnt talk abt racism but people pls look at the otehr side of the picture!if that person intended fo it to cos such KKK comments then will fight ,its ok to say that but if not then let it go…am sick and tired of hearing abt colours n shit it aint worth it.bretahe people n love one anotehr aight i SPOKE

hot topic brosky, i aint even going there.

What if they just used a black woman because they realized that people with dark skin look better in bright colors than people with light skin? The black face was a strange choice, but damn it makes the colors pop.

Also, I’ve seen a lot of headwraps lately, seems to be a trend… maybe this was just a way to add more color to the photo?

This ad looks very little like Aunt Jemima to me. This woman is gorgeous, the colors are brilliant, I love the contrast of pink and black.

Admittedly, I know very little about the hate parade on American Apparel. It may be justified. I’ve been buying their clothes (because they are sweatshop free) since they only had a few t-shirts available retail online. I’ve only ever been to a store once. The vibe was a little unexpected (I’m not a hipster, had never realized that hipsters were so into AA). So I’m just giving my impression of the ad, perhaps without appropriate context for the discussion.

i think its a beautiful photograph.. and if it was out of context i would think it looks liek a photograph of a traditional carribean painting.

the reason this could be portrayed as racist is because of the history of blackface. look up http://www.jimcrowhistory.org for a decent explanation. There are similar images of this in our history and they are only associated with showing black people as unintelligent, helpless, and ignorant. IF american history did not have this then NO i do not think this image is racist. But since our history DOES have this association then I understand how it could easily be seen this way.

-Marcie

the tasteless extreme of the unflattering pink lipstick brings blackface to mind. blackface+aunt jemima+african inspiration, all executed to look like nothing more than a joke. Do you ever see AA do ads like this for thier lighter models. They should give a public apology and the art directors and people who ok’d this should be fired.

I’m certainly not a fan of this ad, as it is so pretentious and the clothes are not at all flattering on her. However, AA does, in fact, employ black models, just not very often black women. Also, the Williamsburg American Apparel has a black employee every time I go.

I would say for the most part that American Apparel has nothing to do with how many of the articles about them are styled. If you are stylist it is EASY to go in an purchase or even borrow pieces for your shoot, etc. from AA.
Why don’t you ask the stylist what his idea was because he obviously had something to do with this.
After reading what is said, the article sounds pretty positive to me.
And keep in mind that American Apparel has stores all over the world. In Vancouver I would say the staff is pretty diverse. Just because you don’t see many black people working in your local AA here doesn’t mean they don’t work in other stores in other cities. Vancouver doesn’t even really have a very big black population to begin with, so kind of a pointless argument.
People that work for AA are hired based on experience, and personality before their looks. Dov even says so himself in a TV spot that was done on him a year or so ago.

I think that the ad is meant to degrade the model. she has a blank stare with these electric-pink lips, and it seems like the whole page itself contradicts itself. the shirt she wears that bares her cleavage is way too much if you ask me. and the headwrap, is a bit ridiculous… it is a totally different trend to the rest of what she wears. idont understand why she would let someone do this to her

I do not believe that AA wanted to portray this ad as racist. AA’s spent the past 5 years defending the legalization of immigrants to the US, and they employ a lot of Mexican immigrant workers in their factory. I don’t think a company that’s clearly taken an avid stand on a big race based issue in the US right now would put out an ad like this one.
As for the model having this “done to her”, its a personal choice. No one’s going to really know the true basis for making this ad the way it is except for the designers.
By the way, I’m African American as well. I don’t get offended when i see this ad

this add is stupid, I think that they should know better that to portray a black woman in his manner in order to sell cloths. it is obviously off putting to may people and that fact that one cant help to wonder if is racist is a good sign that it it just shouldn’t have been done. looking at it I feel confused at what they are saying in the text within this image and that fact that it’s all so cryptic makes me feel like they are trying to get away with something and insulting my intelligence.

HOW THE HELL ARE THEY INSULTING YOUR INTELLIGENCE? BY HAVING A DARK SKINNED GIRL MODELL BRIGHT CLOTHES? I THINK ITS A GREAT PHOTO, YES THE CLOTHES STAND OUT BECAUSE OF THE COLOR CONTRAST- SO WHAT? IT LOOKS GOOD SHE STANDS OUT, DOESNT BLEND IN… UNIQUE. WHAT EXACTLY ABOUT THIS SHOT SCREAMS OUT RECIST? WHAT THE HELL ARE THEY GETTING AWAY WITH? YOU’RE JUST MAKING YOURSELF LOOK STUPID BY SAYING THAT.

I don’t feel that this ad is racist at all. Is it racist for a black woman to wear American Apparel clothing. They didn’t hold her at gun point and make her take the pic. She took the beautiful picture on her own free will. This is a beautiful and artistic picture. I would frame it and hang it on my wall. It catches your attention and that is the point of an ad.

The moment I viewed this picture it was instantly disturbing. First of all, while the actual model may be black, that it is NOT her natural skin color. indeed black paint on any face with bright pink lips is BLACKFACE aka demeaning form of imagery to portay blacks. Its not rocket science nor brain surgery, it is what it is. Most people know what blackface is, so this wasn’t done in ignorance by American Apparel. It was done to be eye-catching and incendiary and I cant say for sure intentionally “racist,”but it is racist all the same. Its extremely thoughtless and derogatory. Also, you cant tell if the model in picture is actually a black woman or not with that makeup on. She could be any race/ethnicity under that makeup, so to imply that because a black model posed for the picture doesnt make it racist . . .LMAO . . .let’s be serious.

Definetly racist. Blackface always was and always will be racist.

this picture is very artistic and very beautiful, but all in all its just comes off very demeaning and ignorant. yes aa does hire a black model and a black employee maybe one black male and female per store, i guess that means their not discriminating..yeah right. if aa can explain what this add is accurately im def open ears but right now this image doesnt rub me the right way. i think what probably happened here is that the company got too many complaints of its discrimination or whatever so they tried to make peace by making this ad, when overall it looks worse. this young woman is obviously not this skin tone. im sure she wouldnt wear pink lip stick like that. and why could’nt they have taken a normal picture of an african american woman like they do the other white, asian , or latino women that they photograph. its because the company only exposes a certain beauty and yes this beauty may be a normal beauty but it def isnt a universal portrayal of beauty.

yall are some dumb fucks
this is a racial offensive ad
for two reasons
it is a unrealistic portrayal of black people reflecting the minstrel shows
in which white actors would paint their bodies with black face (not black paint) and act how they thought black people acted: uneducated, (which was their fault at the time) lazy.
not only that but they were drawn as monkeys and monkey like people with big unrealistic round hot pink lips.
not only that but every portrayal of black people up until the late 70’s has reflected the same offensive imagery.
Do you think that them old warner bros. depictions of black people in those cartoons are right?
like the mammy that chased tom around in the tom and jerry cartoons was funny.
or better yet any portrayal for a black person that disney has ever released was in some way meant to flatter black audiences?
this may have been some misconcieved attempt at turning a racial issue into and objectification of the black woman in a sexual contexts. But for the very fact that the black woman has black face on, and that her lipstick is reflective of a cartoon, this will remain racially offensive
and dont tell me you think black people just go around covering them selves with black paint to look that dark.

this is beautifully designing altogether. yes for two reasons
1/. it has catch the attention of you guys
2/. it has sent the massage it ws intended!

Your debating over it right here is a proof of all this! keep it up you original designer.