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Could American Apparel be toning down its sexualised imagery?

The brand was recently hauled before advertising watchdogs over a series of lingerie images featured on its e-commerce platform.

The images depicted female models in transparent lingerie, with nipples and pubic hair clearly visible.

American Apparel denied the images were expoitative, degrading or violent in its response to the Australian Advertising Standards Board.

"All of that said, we are currently undertaking a change to this and other sections of the e-commerce website so that many of the photographs that are the subject of the complaint will shortly no longer be present on the website."

The Board noted American Apparel has since modified its platform, with previously visible nipples and pubic hair photoshopped out of the images.

It cleared the brand of several contraventions of the Advertising Standards Code, including guidelines around sexuality and nudity.

This is despite upholding complaints around an earlier campaign featuring female models lying on beds in sexualised positions.

"In the current matter, the images used by the advertiser to promote their products were of a slightly different nature as they were not posed lying down or in bedrooms and overally did not seem overly sexualised," the Board ruled.

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