This is the 2011 campaign I mentioned in class this evening.
When American Apparel decided it would (finally) market clothes for “plus-sized” women (size 12 – gasp!), they launched a campaign–offensive from its very first moments–titled “The Next Big Thing.” Contest copy explained that they were looking for “booty-ful” models…a woman who needs “a little extra wiggle room” and has a “fresh face and curvaceous bod.”
Offended by the contest, its tone and the company’s usual sexualized campaigns, 24-year old Nancy Upton decided to submit photos mocking the contest and American Apparel. In addition to photos of her bathing in ranch dressing and sensually eating chicken wings in a pool (among others), she added a bio that said only: “I’m a size 12. I just can’t stop eating.”
The photos were uploaded to a contest website where other consumers could vote for their favourite model; Upton thought her snarky submission would make a point and cause people to reflect.
What do you think of the company’s actions…and Upton’s response?