American Apparel has a notorious reputation of discrimination within their business practices. After rumors spread last year about the company stating that plus- size models "are not their demographic" and revealing that they were not trying to sell their clothes to African American women , it comes as no surprise that AA has pulled another stunt with their "Next BIG Thing" campaign.
The "Next BIG Thing" made a mockery of plus size models with its derogatory puns and implicit language. The contest used sentences like "for those of us who need a little extra wiggle room where it counts," and assumed all contestants were "bootylicious" because of their size.
American Apparel has tried to cover up their tracks claiming that the puns used were intended to be funny. But let's be real. This is pure ridiculousness. Stop American Apparel from their insane and derogatory practices once and for all.
Dear Dov Charney,
Your company's discriminatory practices must come to an end. Although you claim to have the "largest sewing factory in North America", we know that your sales have been suffering for quite some time and you are in danger of becoming bankrupt. You say that the "The Next BIG Thing" campaign had good intentions, but the language and ultimate outcome of the contest proves it was ill-advised and falls in line with your history of derogatory practices.
(Your Comments Here)
We do not find humor in fact that you have assumed that all plus size women are "bootylicious" and that they have "junk in their trunk." Your extremely subjective view displayed through your contest is unacceptable.
It would be in your best interest to change your patronizing ways and take accountability for the insensitivity of your contest.
Keep up the great work. Look what you've accomplished!
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