The British Advertising Standards Authority (ASA) recently deemed this American Apparel ad "offensive and irresponsible" and banned it from the U.K. after receiving complaints that it appears to sexualize a child. Rather than understanding that the notoriously stodgy ASA nixes ads for dubious reasons left and right, like that time they called Hailee Steinfeld's Miu Miu ad "socially irresponsible" because it showed her sitting on train tracks, American Apparel has contested the ruling with a number of points that are guaranteed to fall on deaf ears.
First off, the model is well over 18 — she was 23 when the photo was taken in 2011 — but the ASA has never cared how old the model actually is if she looks young. An American Apparel rep pressed on:
It’s unfortunate that the ASA has made this ruling as our models are of age and were featured in Vice magazine, a publication clearly intended for mature, fashion-forward audiences. We’ll abide by this ruling as we have in the past with similar ASA decisions, but American Apparel will not be altering our classic advertising aesthetic which is internationally recognized for its artistic and social values.
How "mature" Vice readers are is certainly debatable, but anyway, so there, ASA! You can stop this ad, but you can't dampen American Apparel's precious little spirit. (And thanks, as always, for giving American Apparel much more attention than they ever would have gotten from the ad alone.) Finally, American Apparel's director of marketing concluded their argument by telling WWD that the model, Becca, "continues to be the longtime girlfriend of the photographer [Henrik Purienne]." Which actually makes the image creepier than it ever was to begin with.
Most Viewed Stories
What, Exactly, Are Melania and Ivanka Trump Trying to Sell?
Roxane Gay Calls Out Simon & Schuster After They Drop Milo Yiannopoulos
The Supreme-Branded Metrocard Is Here
The Single Guy Who’s Pretty Sure He Split the Bill
Self-Empowerment Is Just Another Word for Narcissism
Ask a Boss: Should I Try to Act Older at Work?
Reese Witherspoon, Mindy Kaling, and Oprah Winfrey Are Having the Time of Their Lives in New Zealand
Did Lena Dunham Shade the Wing on Girls?
Alt-Right Troll Milo Yiannopoulos Uses Campus Visit to Openly Mock a Transgender Student
We Finally Get to the Root of Katie and Tom’s Problems
The Cut’s Latest Fashion FeaturesCiara's Wedding Dress Was Too Big for the Chapel
To be fair, it was a 13 foot-long dress.You and Rihanna Will Both Want to Invest in Dior’s New Bag
It's got something for everyone.Polo Shirts Have Turned Their Back on Ryan Lochte
Along with his other major sponsors.Ryan Lochte Will No Longer Be Paid to Wear Tiny Bathing Suits
Speedo remains committed to transparency.Laura Brown Is the New Editor-in-Chief of InStyle
After 11 years at Harper’s Bazaar.Tyra Banks Is Going to Teach a Class on Smizing at Stanford
"If I see somebody not paying attention, I’m gonna call on them."This Floating Pier Is the Most Zen Installation Ever
Walking on water in Italy.Nation Is Appalled by Matt Lauer’s Nude Ankles During Ryan Lochte Interview
What’s the opposite of “Jeah”?8 People at the Life of Pablo Pop-up Explain Why Kanye West Is a God
"I mean, Kanye West is just Kanye West. There's not more or less you can say about Kanye West. He's just Mr. West!"A T-shirt Is Enough
Simplicity, versatility, and cool. What more could you want?
She took a perfect pencil dive off a 30-foot yacht.American Apparel Is Being Sued by Former Workers
As the company considers putting itself up for sale.A Gendered History of the Tailored Suit
From Marlon Brando to Coco Chanel.How Zendaya Developed Such Great Style at the Young Age of 19
The star's best looks from Disney to now.Proof That If You’re Chic Enough, a Little Federal Investigation Doesn’t Matter
Is this the best they could do?5,300-Year-Old Mummified Iceman Probably Would’ve Been a Street-Style Star
He had several different looks and was “pretty picky.”J.Crew Has Identified 226 Shades of Pink
Even more than there are shades of gray.Gigi and Bella Hadid Merch Is Now Somehow a Thing That Is Happening
Today in Hadidiana.Gird Your Loins for the Return of Yeezy to New York Fashion Week
The season approaches.This Indie Brand Had a Great Response to Ivanka Trump
When she bought one of their cuffs, they donated the proceeds to the Clinton campaign.