Sex shame: no dressing down for American Apparel

A controversial advertising campaign which sparked national outrage earlier this year will not be reviewed by authorities because “the images in question can not be located”, it has been revealed.

International basics brand American Apparel came under fire from lobbyists over images featured on its Australian website, online banner advertisements and street magazines over autumn/winter 2009.

A spate of consumer complaints to the Advertising Standards Bureau (ASB) – and heated coverage across Fairfax news publications nationwide – saw the case scheduled to be heard before the ASB board in July.

The images under question featured amateur models in various states of undress, with one wearing little more than a pair of socks while lying on her back, bottom exposed, and another with her hand down a pair of unzipped jeans.

A lack of detail in submissions made by complainants saw the case delayed by several months. An ASB representative confirmed there was still not enough evidence to bring the case before the board.

“The complainants have been contacted to request further information [but] at this stage we have not received further information about the images,” an ASB spokesperson said.

“American Apparel is also unable to locate the images as originally described by the complainants as there was not enough detail.”

Independent research by ASB staff also failed to locate the images described, the spokesperson said. It was advised complainants should submit URLs when disputing offensive material on the internet.
“The case will not be raised,” the spokesperson confirmed.