When Dov Charney, American Apparel’s former CEO, fell from grace, his replacement declared that the company was moving into a new, less sexualized era.
Despite the attempt to rebrand, AA managed to create yet another media shitstorm. This time, via a leaked casting call — obtained by Animal — proclaiming that the retailer is only looking for “REAL MODELS” and not “INSTAGRAM HOES OR THOTS.” Yes, “That Hoe Over There.”
The email was sent by Phira Luon of PhotoGenics, an agency that casts models. While Luon took the fall for the leaked copy, he stated that “The casting email and its contents were intended for a handful of models that would be attending the casting… The comment made at the end was made in jest with models whom i have a personal relationship with and did not reflect the views, or directives by the client.”
An anonymous employee who leaked the email says that Cynthia Erland, AA’s Senior Vice President of Marketing, is spearheading a new campaign that moves away from featuring “regular people” who aren’t “short” and “round.” Instead, the shift in marketing would favor Eastern European or Russian models who are 5’7 and above.
While declaring a ban on THOTS is a media face palm, so is conforming an international brand to be less diverse. Check yourself, AA.