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Appalling ‘Back to School’ campaign

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american aparrel, back to school, sick photo. Lolita skirtsClothing retailer American Apparel is facing criticism yet again for its sick shock tactics.

American Apparel is trying to cash in on the ‘naughty school girl’ look, despite having had previous ads banned for their ‘sexual and objectifying’ portrayals of women and girls.

The Advertising Standards Authority (ASA) has already ruled that earlier Apparel ads were not to appear again ‘in their current form’ and told American Apparel ‘to ensure that its future advertising contained nothing which was likely to cause serious or widespread offence’.

The ‘School Days’ range, which is aimed at under-18 year-olds and includes the disturbingly named ‘Lolita skirt’ and ‘Lolita top’, is the subject of a lookbook featuring young women posing by school lockers.

If this wasn’t gross enough then a further image was reportedly posted to the company’s UK Instagram account, depicting a young model in a very short tartan, school-style skirt bent over a car with the top of her legs and her underwear on show.

The image appears to have now been removed from American Apparel’s account, but is being circulated on social media.

Meanwhile, the ‘School Days’ lookbook remains on the company’s website, telling students: ‘Your first assignment is to dress accordingly’.

Social media users aren’t the only ones criticising the retailer – this latest creepy campaign has been slammed throughout the mainstream UK media.

To complain to the ASA, click here and fill in their form.

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