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American Apparel accused of 'rampant sexism' with 'back to school' range

American Apparel has been accused of "fuelling Lolita fantasies" with its latest campaign showing semi-clad young women.

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The fashion brand, no stranger to controversy, posted a picture of a young female model in a mini-skirt leaning over a car on its UK Instagram feed, provoking the ire of social media users.

A blogger called Emilie, who runs the anygirlfriday.com blog, spotted the post and tweeted about it, stating: "American Apparel - their 'back to school' skirts fuelling Lolita fantasies and rampant sexism a plenty."

She added: "The way in which American Apparel objectify and sexualise female bodies is damaging and rooted in patriarchal notions about a woman's worth."

The images were subsequently removed from American Apparel’s Twitter and Instagram feeds.

American Apparel has often caused controversy with its advertising. In 2011, the Advertising Standards Authority (ASA) criticised the brand over a series of "gratuitous" and "overtly sexual" images on its website.

The ASA also branded the retailer "irresponsible" in 2009 for a print ad showing a young woman partially naked.

This article was first published on marketingmagazine.co.uk

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