American Apparel is photoshopping their website’s pubic hair and nipples (seriously) — but it’s still NSFW

American Apparel is no stranger to controversy. The major retailer has made more than its fair share of bizarre and sometimes misogynistic decisions. In fact, the last few weeks have been particularly tough. But, we have to say that American Apparel erasing pubic hair and nipples from its website is just plain weird.

Just this week, the retailer had an advertisement banned in the UK. The ad featured a model who appeared underage in a spandex thong jumpsuit. Also, a few months ago, the brand decided that posting photos of high skirts in a back-to-school ad was a good move. Now, despite proudly showcasing models with pubic hair last year, American Apparel has decided to confuse and confuse us all over again.

Both customers and curious internet shoppers are used to seeing provocative photos on the site. The brand didn’t shy away from showing off their models’ nipples and lower regions. Now, however, it seems the brand has had its doubts since the release of controversial founder Dov Charney. In an interview with Marie Clare, new CEO Paula Schneider noted that the brand needed “tweaking”. So maybe that’s what she meant. Check out the before and after pictures and take a look at the weird Photoshop work.

Regardless of the rationale, the move leaves me with all sorts of discomfort. Whether the brand is trying to become less controversial or just trying to shock us again, the erasure of pubic hair and nipples feels like the retailer is trying to erase markers of female sexuality. So basically, let’s maybe rethink the brand, shall we?

Images: American clothes

About William G. Patrick

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