5 old American Apparel ads that captured the brand's scandal

Old American Apparel ads — often grainy, sexually charged, and shockingly unfiltered — weren’t just marketing gimmicks; they were warning signs of abuse.

American Apparel, which once prided itself on being one of the largest clothing brands in North America, soon fell under public scrutiny due to several issues. Beneath that minimalistic apparel brand lay a toxic culture driven by founder Dov Charney. Netflix’s Trainwreck: The Cult of American Apparel — a 54-minute exposé documentary — delves deeper into Charney’s alleged sexual harassment, erratic leadership, and exploitation of young models. The documentary paints a harrowing portrait of the so-called apparel company that ruined the mental health of several young models and left scars forever.

Here’s a list of five old American Apparel ads that at the time seemed edgy and empowering but now feel disturbing and provocative.

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5 old American Apparel ads that captured the brand's scandal

1) Made in Bangladesh topless statement (2014)

In a twist on activism, American Apparel ran a topless print ad with “Made in Bangladesh” scrawled across the model’s chest to highlight labor ethics. However, critics called it exploitative and tone-deaf. As per Dazed, the model was a 22-year-old employee of American Apparel who posed topless in dark blue jeans. Many critics also stated that the ad did not serve its purpose, as it had very little to do with the empowerment of Bangladeshi women garment workers.

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2) Adult star ads (2008-2010)

The 2000s old American Apparel ads featuring adult entertainment stars like Faye Reagan in the brand’s swimwear line and Sasha Grey topless in white striped socks blurred the lines between the adult industry and retail fashion. Although it was tagged as a revolutionary change in apparel advertising at that time, it was seen as boundary-pushing. The documentary frames it as a step towards normalizing the disturbing environment that Charney cultivated by glamorizing the adult industry.

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3) Schoolgirl 'Back to school' mini skirt (2012)

This ad was perhaps one of the most notorious old American Apparel ads. It showed a teen-style model bending forward, exposing her underwear. The advertisement was labeled as pornographic by UK advertising regulators and was banned for sexualizing minors.

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4) The Vice Magazine barely legal banner (2009)

Also banned by the UK Advertising Standards Authority, this campaign featured a model who appeared to be under 16, shot in a passive amateur-style setting. It sparked immediate backlash for sexualizing a minor. However, American Apparel defended it by noting that it was a 23-year-old model shot in a relaxed environment and that they added a hoodie to avoid sexualization. When Vice Magazine stepped into the controversy, the ASA agreed, although they asked the magazine company to remove obscure and provocative images.

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5) The Woody Allen Billboard (2007)

Here's an old American Apparel ad that could have destroyed the company's fame.

In 2007, American Apparel splashed Woody Allen’s image as a Hasidic Rabbi on billboards in L.A. and New York, paired with a bold Yiddish copy — without his consent. Woody Allen sued the retail brand for $10 million; however, the case was settled out of court in 2009. This failed campaign became another emblem of the brand’s reckless approach to image and consent.

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Why do the old American Apparel ads matter now?

Each of these campaigns hinged on Dov Charney’s desire to shock — often at ethical cost. Trainwreck‘s documentary episode on old American Apparel ads draws a direct line between the brand’s internal culture and its public cues, like these controversial ads.

The episode digs into how Charney’s obsession bled into the business model. From strange casting calls to the normalization of blurred professional and sexual favors, the young models were victims of it all.

Stream Trainwreck: The Cult of American Apparel on Netflix.

Also read: Is the American Apparel' New Orleans location still active? Current status of the store

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