Hardy Girls takes on offensive campaign
American Apparel (AA), the largest clothing manufacturer in the United States, according to its website, has launched a new advertisement campaign seeking "the Best Bottom in the World."
"Confident about the junk in your trunk? Show us your assets! Post a photo of your booty's best side for judgment," the campaign's webpage demands, as self-submitted photos of scantily clad bottoms infiltrate the computer screen. Site visitors may rate the images they see and AA will ultimately select the new "face" of its intimates line based on those rankings.
Hardy Girls Healthy Women (HGHW), a local nonprofit organization whose mission is "to create opportunities, develop programs and provide services that empower girls and women," has started a campaign against AA's actions.
HGHW has written a letter to AA's CEO and Corporate Relations in protest against AA's objectification of women. The HGHW letter reads in part: "Your recent campaign is a perfect example of the insidious ways marketers and media promote sexualization and body obsession as 'girl power.' American Apparel is directly and unconscionably undermining girls' healthy development by equating confidence with looking sexy, winning with being judged on their appearance and personal value with 15 seconds of fame."
"This ad campaign invites girls to self-objectify, inviting girls to post pictures of just one body part and inviting others to comment and rate it is demeaning and dangerous," the letter continues.
Those interested in signing their name in protest can access more information and a link to the campaign through HGHW's blog, at: