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The marketing strategy of this add disgusts me. While US companies that contract with factories in Bangladesh justify their exploitative working conditions by claiming that they advance the status of women in traditionally patriarchal societies (in this case read Muslim) by integrating them into waged work, American Apparel, a company headed by a man who has been repeatedly accused of sexually harassing female employees, is now selling itself, and its reputation as a brand that provides fair wages to American workers, with the image of the sexually liberated/no longer Muslim woman. In both cases, Islamophobic narratives about empowering brown women’s bodies have been commodified.

More here http://www.ecouterre.com/american-apparel-stirs-up-controversy-with-made-in-bangladesh-ad/

Posted 6 months ago — 4 notes