I like American Apparel.
There’s one about to open on Grafton Street in Dublin, and I’m looking forward to having somewhere to buy my basics.
But, the one thing that has always put me off the store is their ad campaigns:
The lookbook shots are tacky and poorly taken, the lighting is awful and many of those girls should not be wearing those outfits!
It actually makes me uncomfortable to look at them.
I can see where they’re coming from: real girls in real clothes and all that. But I avoided the store for a long time because of the slutty-and-tacky-fashion-victim factor.
There have actually been times where I’d look at something in the shop and say, Oh there’s a possibility, and then I see the modelled picture beside it and be completely put off the purchase!
I’ve come across tonnes of fashion blogs where the authors photograph their own outfits in basic but beautiful shots that make me want to buy the clothes off their backs! So why can’t a big chain store manage it?
I dunno ….they’re fairly popular so maybe it’s just me with the problem ….