American Appalling

Horizontally Conceptualized Marketing. American Appalling is an art project and parodic critique of American Apparel, a clothing store geared at a young, hip, and politically conscious audience. While the 'sweat-shop-free'aspect promises an economically guilt-free shopping pleasure, the campaign style does not fall short of sexism and gendered racism. Over the course of several months, we shot 12 different models, celebrating all which we do not see in commercial photography: the awkward, the exaggerated, the queer.