Really honing in on its pride for being a sweat-shop label, the new American Apparel ad is causing a stir with the image of an almost-naked Bangladeshi model with just the words "Made in Bangladesh" printed across her bare chest.
Known for its controversial campaigns, the brand always tries to show that its ads are all about the real identity of its customers, not who it looks like from the outside.
In the new American Apparel ad, the model picked was a Bangladesh-born and California-based merchandiser who used to believe in her parents' Islamic traditions until she was in high school when she decided to distance herself to find her own identity.
"She doesn’t feel the need to identify herself as an American or a Bengali and is not content to fit her life into anyone else’s conventional narrative. That’s what makes her essential to the mosaic that is Los Angeles, and unequivocally, a distinct figure in the ever expanding American Apparel family," says the the American Apparel team.
Controversial Identity Ads
The New American Apparel Ad is Making Waves for Being Bold
Trend Themes
1. Controversial Identity Ads - Brands are focusing on creating ads that reflect the real identity of their customers, making waves and causing stir with their bold and controversial messages.
2. Ethical Manufacturing - There is a growing trend of brands being transparent about where their products are made and the conditions in which their workers operate, leading to innovation in ethical manufacturing and sourcing.
3. Individual Identity - The rise of individualism and the desire for self-expression is prompting brands to appeal to customers on a personal level and tailor their products and messages accordingly.
Industry Implications
1. Fashion - The fashion industry has the opportunity to innovate by creating ethical and transparent supply chains, and by embracing individualism and diversity in their marketing messages.
2. Advertising and Marketing - There is a growing need for agencies to create campaigns that are authentic, bold, and reflect the diverse identities of their target audience.
3. Manufacturing and Supply Chain - As consumers become more conscious about the impact of their purchases, the manufacturing and supply chain industry has the opportunity to innovate by adopting sustainable and ethical practices at every stage of the process.