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Wed, 2010-05-05 07:02 | by Carles
All Photos by Holly Norris
Some artist / photographer made a 'think piece' art project that attempts to demonstrate the fact that American Apparel company branding experts are 'misleading consumers' by trying to make it seem like their models are 'every day women.' I feel like it worked. Basically, the artist had her disabled friend pose in fake advertisements that were supposed to mirror 'legitimate' Am Appy campaigns.
Does this send a message? Do u think she looks the same as most Am Appy models?
Official Project Description:
'American Able' intends to, through spoof, reveal the ways in which women with disabilities are invisibilized in advertising and mass media. I chose American Apparel not just for their notable style, but also for their claims that many of their models are just ‘every day’ women who are employees, friends and fans of the company. However, these women fit particular body types. Their campaigns are highly sexualized and feature women who are generally thin, and who appear to be able-bodied. Women with disabilities go unrepresented, not only in American Apparel advertising, but also in most of popular culture. Rarely, if ever, are women with disabilities portrayed in anything other than an asexual manner, for ‘disabled’ bodies are largely perceived as ‘undesirable.’ In a society where sexuality is created and performed over and over within popular culture, the invisibility of women with disabilities in many ways denies them the right to sexuality, particularly within a public context.
Too often, the pervasive influence of imagery in mass media goes unexamined, consumed en masse by the public. However, this imagery has real, oppressive effects on people who are continuously ‘othered’ by society. The model, Jes Sachse, and I intend to reveal these stories by placing her in a position where women with disabilities are typically excluded.
This work is part of a group exhibit for CONTACT 2010 and will be showing on over 270 digital screens in 50 Toronto Transit Commission stations on May 6, 11, 22 and 31.
Do u think American Apparel models are supposed to 'look a certain way' or is every1 free to be an Am Appy model?
Is this 'shocking'? Do you think you would buy from American Apparel if they had disabled / less-attractive models? What makes a model 'attractive'?
Is being alternative an 'equal opportunity' subculture? Do u discriminate against race, religion, mental + physical disabilities + other random ass criteria? Sorta feel threatened by this, like my world has been turned upside down, now I have to question my reality where I just 'followed my erect peen' towards truth. Maybe there's more to life/humans than sexual attraction + marketing.
Do u think this was a 'legit project' or is it just a well-executed meme that taps into the Am Appy zeitgeist?
Should American Apparel offer the disabled model a contract, just to generate blog buzz?
If brands don't have 'hot models' showcasing their clothes, will the brands be irrelevant?
Will handicapped / disabled people ever have the same rights as normal humans?
Are 'alt models' the new 'mainstream models'?
Is the 'hipster porn' strategy the best way to reach alt markets?
Did this 'progressive art project' send a message, or was it the same as any sort of low level American Apparel criticism / mockery meme that involves poorly utilized Helvetica + sexy model humor?
Would this have been more relevant 2 years ago?
Should every1 be equal, or is that an unreasonable expectation, and we all sorta just need 2 accept our faults/natural selection and moveo n?
