Self Exploitation of the Hipster Bod. American Apparel Judges Best Bottoms.

Via Lindsey Block
on Jan 29, 2010
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Objectification? My ass.

American Apparel’s best butt contest: Is it objectification if you do it to yourself?

They would.

{Via twitter} @AmericanApparel Do you have the Best Bottom in the World? Show American Apparel your assets and vote here

“The Search for the Best Bottom in the World.” Only 209 submissions so far? I would have expected more. Or are those the only ones that made the cut?

So what’s the point, to completely devalue women and make us the butt of the joke?  I honestly have no idea.

Why do I love American Apparel?  Because it’s the hipster brand that tries to be better for the environment and people and maybe—without trying too hard—is better than most of our favorite companies in the “green” sphere.  American Apparel does have my kind of values, but why then do they always teeter on the edge of exploitation and sexism?

Taken from Waylon’s previous blog “American Apparel goes all the way (and hires a Porn Star)“:

Now, we here at elephant are huge fans of what American Apparel does: one of few apparel companies that’s still Made in the USA, fair labor, vertical integration, affordable, relatively green, thoroughly cool, elegant, progressive, out-of-the-box thinkers. They don’t do sweatshops. They’re outspoken advocates of gay rights.

And, with the unending encouragement of our yogarific readers, we’ve come to regret that American Apparel represents (and treats) women in a consistently sexualized manner. Given their widespread rep, the unending controversy, this latest AA ad seems like a hipsterific, ironic f-u gesture to self-respecting feminists everywhere.

So while I’ll continue to support AA with my sock and undie purchases, and print elephant tees on their well-cut organic, fair labor blanks…well, this one makes it that much more iffy.

…And ka-ching, controversy doesn’t hurt this brand, AA thrives on controversy, and all the free ad value it gets out of every angry blogger and reader.

American Apparel Best Bottoms

Let American Apparel and the world rate your ass. Caution: They’re harsh!

American Apparel Best bottom


About Lindsey Block

Lindsey Block spends her weekdays as part of the Elephant Journal crew and her weekends hiking or picnicking at the park with a book. She's been a vegetarian for most of her adult life and delights in cooking up a new recipe (even though she really just wants to make tacos). She currently lives in Southern California.


6 Responses to “Self Exploitation of the Hipster Bod. American Apparel Judges Best Bottoms.”

  1. Seth says:

    Best green website, best bottom, all the same to me.

    This blog at this point? I'd rather scratch my ass.

  2. Via FB:
    thinking about tools again waylon? get a girlfriend!

    Read the article, Mary, I didn't write it…And it's not about what you seem to think it is..!

    you keep putting up stuff like this

    Right—we're huge fans of American Apparel's relatively eco, fair-labor, hip and cutting edge ethos…but we also consider ourselves feminists, and like to abide by the self-respect and dignity clause of Human Basic Goodness! So there's an inherent conflict in some of AA's marketing that provides amble food for thought, discussion, and hopefully some humor and illumination.

    Problem? Call us on it.

  3. I have a feeling you do plenty of that, Seth—you seem pretty bored. If you dislike elephant so much, as evidenced by your recent comments of FB that had people emailing me asking me who you were and what your deal was, that's your right—and you can exercise your right to stop reading and commenting on this blog.

  4. Via FB:
    thank you for elevating the dialogue–is turning a blind eye to this kind of advertising and objectification taking "the movement" in the right direction? or is this a somewhat crude first step toward learning to love our bodies?

  5. […] perhaps this advertising, which consistently walks the line between softcore porn and edgy, lecherous smut that portrays young women as sexual […]