COSTA MESA (CBSLA.com) — A Los Angeles-based clothing company Thursday was under fire for posting a risqué campaign on a social media account that targeted school-age girls.
American Apparel reportedly posted its back-to-school campaign on the company’s United Kingdom Instagram account that created an online fury.
The campaign showcased photographs featuring models wearing mini-skirts and short tops and a message that read: “Your first assignment is to dress accordingly.”
KCAL9’s Stacey Butler shared the advertisement with mothers and daughters in the Orange County area and received strong reactions.
“I think they’re selling sex,” said Natalie Delsindico. “I don’t think that’s OK for that age group.”
Many social media users took to Twitter and Facebook posting comments like “underage porn,” “sick back to school campaign,” and “this is far too disgusting” after seeing or hearing about the advertisement.
“I think that’s outrageous,” said Elizabeth Duarte. “I have a little girl; I wouldn’t want for her to be showing that.”
For some Orange County residents, however, even a racy campaign won’t prevent them from shopping at various locations.
“I don’t agree with it, but I still like their clothing,” Emily Parcell said.
“Its weird because I shop here at times, but often I don’t agree with a lot of the ads,” Beth Jones said. “I feel like I’m not following along with my own moral compass.”
However, controversy over the recent campaign is not the first upset for the popular clothing retailer.
American Apparel founder Dov Charney was let go amid sexual-harassment allegations.
In wake of the recent backlash, American Apparel has reportedly removed the advertisement.