In my version of the 2007 “Tights.” American Apparel ad, I directly illustrate what the company was initially going for. Under the guise of selling hosiery, American Apparel is really selling sexualized images of women’s bodies. The question was: who were these ads targeting? While tights are considered to be a woman’s garment, the “Tights.” ad seemed it was directed towards male viewers. In this case, sex can quite literally sell because ads such as “Tights.” show women as simply being there to provide visual gratification. Companies constantly profiting from the exploitative nature of their advertisements. My jammed version of American Apparel’s ad goes straight to the point, focusing on the model pleasuring herself because that’s really what we’re made to focus on anyways.
Laura Mulvey argued that the male gaze leads to hegemonic ideologies in our society. When mediums of media such as advertising continue to present women from the perspective of men using the male gaze, women consequently develop a point of view of the male gaze as well. This may dangerously lead women to objectify other women in a similar manner that a man would. Additional issues from adopting the perspectives of the male gaze reiterate the idea that men are the main subject and protagonists in patriarchal society. My jammed ad subverts American Apparel’s poor attempt to sell tights, instead highlighting how females are represented in their ads in the context of the male gaze. In my ad, the model is predominantly focused on through binocular lenses representing “the male gaze.” This further demonstrates a point of the male gaze that men do the looking while women are there to be looked at.
In order to advertise his clothing, Dov Charney objectified and sexualized many young women. Subjecting them to his version of the male gaze, Charney maintained a form of control by framing this sexual subjection as seemingly sexy and fun. Further evidence of Charney hypersexualizing female models is found in how he advertised unisex clothing. In one photo, a female was modelling a plaid shirt unbuttoned, revealing a fair amount of skin. For the same shirt, a male model would be wearing it buttoned all the way up. This form of sexualizing female bodies while non-sexualizing male bodies reduces women’s bodily worth. Rather, maintaining patriarchal values that women are meant to be viewed pleasurably by men. For this reason, I believe it’s important female beauty and sexual liberation should be praised but not when used as a means for brands to sell products.
End notes:
Charney has since been fired from American Apparel after he was accused of sexually harassing his female employees and misusing company funds. I can’t say he will be missed.
In addition, here is the second version of my jammed ad.